On this month’s Wharton Global Youth podcast, we explore new Future of the Business World territory: inside public relations. Earlier this year Casey Gottlieb, 16 and a sophomore from New York City who attends Blair Academy in New Jersey, launched her own PR agency to help businesses communicate with the world. Here Casey, who will be traveling to Wharton this summer for our Essentials of Entrepreneurship program, talks Wharton Global Youth: When I read about Lumaire, I thought this is a great conversation starter for a traditional business power of brand purpose. Lots of brands these days want to communicate a deeper and more authentic purpose. You talk about defining a client’s brand image. Can you give us an example of this work to help us understand it a bit better? What is a brand? What is brand image? Have you thought about brand purpose? And why does all of this matter in the business world? Casey: A brand is a composition of both a company’s intended message and the public perception of the message. Then to answer your second question, what is a brand image? I would say brand image is the public perception of a company. And then a brand’s purpose is the Great-Power Competition and other U.S. military tactics and policies. To me, having these rigorous conversations makes my day, week, and even month. I love learning overall as a person. Wharton Global Youth: One question I like to ask all our Future of the Business World guests is if you could change one thing in the world, what would it be? Casey: Access to clean water. I believe that world governments and corporations should come together and make sure that every human being has access. Clean water is the most basic human need and comes from the earth. There’s no reason or excuse why this cannot be done. Wharton Global Youth: And let’s finish with our lightning-round questions. Try to answer these as quickly as you can. What is your favorite brand and why? Casey: Starbucks. I think that they have some of the best marketing plans in history. They took a small coffee shop and transformed it into a global entity. Wharton Global Youth: Define your own purpose in a sentence. Casey: I want to make a positive mark in the world. Even if it’s just in the life of one person. I want the world to be a better place because I was in it. Wharton Global Youth: Something about you that would surprise us? Casey: I can sing, hula hoop, and dance all at the same time. Wharton Global Youth: The next thing you hope to learn that you don’t yet know? Casey: I want to learn more about U.S. history because it teaches us so much about the present, but also more about risky investments. Wharton Global Youth: Which businessperson would you most like to take to lunch and why? Casey: I’d like to take Ray Dalio [American Source link
