By Mark Ritson

At first sight, an MBA student called Philip Knight, a bee-keeper called Ingram Shavitz and a designer called Donna Faske perhaps don’t appear to be the most fascinating subjects for a branding column. But I write this week not about who these three people were, but rather what they became.

Knight the MBA student certainly got his money’s worth at Stanford Business School. It was mid-way during the course that he was asked by his entrepreneurship professor to write a business plan. Knight came up with a 3,000 word essay entitled ‘Can Japanese Sports Shoes Do to German Sports Shoes What Read full story ›

Source: Marketing Week