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Show Results For
- All HBS Web
(342)
- News (52)
- Research (265)
- Multimedia (1)
- Faculty Publications (170)
- December 1992
- Case
Ahold and AMS: The 1993 Restructuring of AMS and the 1992 AMS Coca-Cola Euro-Promotion
By: Ray A. Goldberg
Goldberg, Ray A. "Ahold and AMS: The 1993 Restructuring of AMS and the 1992 AMS Coca-Cola Euro-Promotion." Harvard Business School Case 593-067, December 1992.
- 01 Sep 2008
- News
Negative Ad Power
ominously at three in the morning. In commercial marketing, Apple’s “Hi, I’m a Mac; Hi, I’m a PC” spots are about as tough as comparison advertising gets. Yet the digs at Microsoft are offset by sympathy for the nerdy but likable PC... View Details
- 27 Jul 2019
- Op-Ed
Does Facebook's Business Model Threaten Our Elections?
In the 2012 US presidential election, the Obama campaign deftly used a Facebook app to register voters and have friends message them to get out the vote. But it was 2016 presidential campaign that really... View Details
Keywords: by George Riedel
Mary W. Lawrence
or testimonials. She developed the “Quality is Job #1” campaign for Ford, the “plop, plop, fizz, fizz” campaign for Alka-Seltzer, and the “I Love New York” tourism campaign. She was inducted into the View Details
Keywords: Services
- April 1994
- Supplement
Planet Reebok (B)
By: John A. Quelch
Supplements Planet Reebok (A). View Details
Keywords: Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom
Quelch, John A. "Planet Reebok (B)." Harvard Business School Supplement 594-095, April 1994.
- 24 Jun 2002
- Research & Ideas
Building ’Brandtopias’—How Top Brands Tap into Society
supervision of a stressed-out boss. Holt attributes Mountain Dew's stunning success in the 1990s to PepsiCo's nimble transformation of the brand to fit these new ideological circumstances. A new advertising campaign, "Do the... View Details
Keywords: by Martha Lagace
- May 2011
- Article
Underdog Branding: Why Underdogs Win in Recessions
By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
- 29 Apr 2013
- Research & Ideas
Diagnosing the ‘Flutie Effect’ on College Marketing
Boston College's greatest marketing campaign lasted about six seconds. It's called the "Flutie Effect." In a 1984 game against the University of Miami, BC quarterback Doug Flutie threw a last-second "Hail Mary" pass 48... View Details
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
William Bernbach
Bernbach catapulted the Doyle Dane Bernbach advertising agency into national prominence with innovative and creative campaigns. Doyle Dane Bernbach broke into the front ranks of advertising agencies with... View Details
Keywords: Services
Jane Trahey
Trahey was one of the first women to own and manage a major advertising agency in the United States. A prolific copywriter and author, Trahey is credited with the inspiration for the long-running “What becomes a legend most?” View Details
Keywords: Services
Charles H. Steinway
Following behind his Uncle William, Charles Steinway focused on the business side of his family’s growing piano empire. Charles introduced the company’s first modern advertising campaign and personally took... View Details
Keywords: Fabricated Goods
- 02 Jun 2003
- Research & Ideas
Why Have Marketers Ignored America’s Man-of-Action Hero?
has been the central myth in American culture for the last twenty years. Yet only two brands that I've studied—Budweiser in the eighties and Nike in the period from 1988-1995—have tapped into this myth. Each brand used advertising to... View Details
Keywords: by Manda Salls
Howard L. Clark
advertising campaign “Do you know me?” and later, “Don’t leave home without it.” By the time Clark retired in 1977, the company had grown to include over 650 offices in more than 100 countries, with over 8... View Details
Keywords: Finance
- 01 Dec 2015
- News
Snapping Up Voters
Saliterman—a 33-year-old veteran of the Bush White House and Republican National Committee—promoted new tools that permitted campaigns to run ads for a select group of voters before YouTube videos. After moving to launch Snapchat’s first... View Details
Keywords: Sasha Issenberg
- June 2014
- Article
Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak
By: Benjamin Edelman
Many companies depend on powerful platforms which distinctively influence buyers' purchasing. (Consider, Google, Amazon, and myriad others in their respective spheres.) I consider implications of these platforms' market power, then suggest strategies to help companies... View Details
Keywords: Competition; Market Power; Dominance; Advertising Campaigns; Marketing Channels; Agreements and Arrangements; Competitive Strategy; Negotiation; Transportation Industry; Information Technology Industry; Web Services Industry
Edelman, Benjamin. "Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak." Harvard Business Review 92, no. 6 (June 2014): 86–92.
- September 2001 (Revised June 2004)
- Case
Cafe de Colombia
By: Rohit Deshpande and Alexandra de Royere
Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. View Details
Keywords: Globalization; Brands and Branding; Advertising Campaigns; Product; Goods and Commodities; Colombia
Deshpande, Rohit, and Alexandra de Royere. "Cafe de Colombia." Harvard Business School Case 502-024, September 2001. (Revised June 2004.)
- 01 Dec 2006
- News
One-on-One with Jeff Hicks
HICKS Illustration by Joe Ciardiello Jeff Hicks (MBA ’97) arrived at HBS with ten years of experience as an advertising executive at Leo Burnett in Chicago. Disillusioned with the trend toward “unbundling” agencies into different... View Details
James W. Thompson
campaigns in such magazines as Godey’s Ladies Book and Peterson’s Magazine. By the time Thompson retired in 1916, he had represented such companies as Eastman Kodak and Prudential Insurance, and his company had become an View Details
Keywords: Services
Bowman Gray
Gray developed the famous advertising slogan for Camel cigarettes: “I’d walk a mile for a Camel.” An early radio advertiser, Gray sponsored the Camel Pleasure Hour in the 1930s. Gray led the campaign against... View Details
Keywords: Food & Tobacco