The Bad Reaction to Uber Eats’ Super Bowl Joke Begs the Question: Why Do Brands Try to Be Funny?

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Mentioned Faculty

Bernd Schmitt

Robert D. Calkins Professor of International Business: Marketing Division

Faculty Director: Center on Global Brand Leadership

Bernd Schmitt

Robert D. Calkins Professor of International Business

Marketing Division

Faculty Director

Center on Global Brand Leadership

Professor Schmitt is Robert D. Calkins Professor of International Business at Columbia Business School. He researches, teaches, and advises corporations on branding, innovation, creative strategy, and customer experience.

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