Ms. Della wrote this
provocative essay while she was just beginning her summer residency at Ogilvy
& Mather. She returns to Evanston for her last quarter and will graduate in
December. Brands and branding have been a major focus of her study and I think
her essay reflects just how much she has thought about them. She is one of the
top performing students among the nearly 80 graduate students in her class. This
essay is another indication of her ability to manage complex marketing
communication campaigns along with her study of database marketing,
segmentation strategies, analytical techniques, return on communication
investment, and the rest of her Integrated Marketing Communication program. Ms.
Della is also a former collegiate swimmer that can swim a mile faster than I can
walk one.