Our guest, Stefan Tschauko, explains how, “Branding in IOs means advancing humankind through the power of ideas”. Join us in this conversation as we explore the world of branding within international organizations, focusing on the United Nations.

Stefan shares his journey of over a decade in researching branding strategies and their impacts on organizational performance and global issues. With insights into the unique challenges faced by these organizations, Stefan explains how branding can shape perceptions and drive change, making it a crucial component for advancing multilateralism. He shares with us his unique model, defining three components of branding manifestations, touchpoints and ideas, how they relate to each other and how that leads to performance and impact.

In this episode, we delve into the components of branding, from logos to stakeholder interactions, revealing the power of branding in IOs to advance human progress through impactful ideas.

Stefan Tschauko is an Adjunct Assistant Professor at Columbia's School of International and Public Affairs where he teaches a class on Strategic Communications in International Organizations. His research focuses on branding and brand management in international organizations, particularly within the United Nations system. He also teaches a class on the United Nations at the Harvard Summer School.

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Where to listen to this episode

• Apple podcasts: https://podcasts.apple.com/us/podcast/the-next-page/id1469021154
• Spotify: https://open.spotify.com/show/10fp8ROoVdve0el88KyFLy
• YouTube: https://youtu.be/Jk2X-bUMqdA

Content

Guest: Stefan Tschauko

Host: Amy Smith, UN Library & Archives Geneva

Production and editing: Amy Smith

Recorded & produced at the United Nations Library & Archives Geneva