nn BRANDING LEADERS Top Left: The winning group [L-R] Nicole Greschner, Anya Slowenko, Nicole Mulenga-Woo, Jordana Knoblauch. Below: The students explain their process to the clients. Bottom Left: The clients give their feedback [L-R] Janea Dieno, Sean Morton, Professor Barb Phillips.
Both grads ended up with Certified Financial Planner (CFP) designations, working as independent financial advisers in Saskatoon. After getting to know each other and sharing administrative staff, Sean and Janea decided to join forces and rebrand under a shared company name. “We didn’t have a business name, logo, branding, or anything,” Janea says. “And then I remembered taking a class taught by Barb Phillips where we had to come up with a communications plan for a real life client.” By contacting the school, Janea and Sean discovered Barb would be running a similar class in second semester. “The branding course is designed to teach students how to analyze, evaluate, and manage a brand. The best way to learn these concepts is to have the students apply their brand strategies to a real-world problem,” Barb says. “Janea and Sean were the perfect partners for the course because of their positive, open attitudes.” Sean says agreeing to have Edwards students come up with the company’s new brand was easy. “We both felt confident in the students, THRIVE 2016
“IT DIDN’T TAKE ANY MORE TIME THAN IF WE’D GONE THROUGH A BRANDING FIRM.” having been through the B.Comm. program ourselves,” he says. “We liked the idea of getting six different proposals and, at the end of the day, we weren’t obliged to implement anything. It was low risk.” He and Janea provided the class with background information, including detailed biographies, goals, and business approach. They then visited the class to meet the students and answer any follow-up questions. “It didn’t take any more time than if we’d gone through a branding firm,” Janea says.
Edwards School of Business Magazine