Reckoning with Jemima: Can the Brand Be Remade for Good?
Description
Reckoning with Jemima: Can the Brand Be Remade for Good? Authored by professors Joseph Miller and Michael Stanko, Reckoning with Jemima: Can the Brand Be Remade for Good follows Quaker Oats’ decision to re-brand their popular Aunt Jemima brand and how the brand can be a force for good. In this episode, Miller and Stamko discuss how this case fosters difficult but productive discussions regarding race, brands, and corporate social responsibility within business schools. During this conversation, we explore their tips on how to have conversations about race in a case class, unpack some of the “why” behind decades of inertia on Jemima and similar brands, and – most importantly – how we look forward. Review the case here Dr. Joseph Miller is a professor and chair of the marketing and sales departments at St. Ambrose University. Michael Stanko is an associate professor of innovation and marketing at North Carolina State University’s Poole College of Management.
United States
