Brands And Branding - Publications - Faculty & Research

18 Jun 2001
Lessons from the Classroom

Why Leaders Need Great Books

describes the troubling experiences of a young man, Jerry, in his first real job. Jerry sells insurance to the poor on behalf of a large, faceless organization. The insurance he's selling is bogus and he knows it. His impoverished clients... View Details

Keywords: by Martha Lagace

Portrait Project

Yael Melamed

life if this were the beginning of the end? Was I proud of myself and my choices? Sadly, the answer was no. I was lucky, though. A few surgeries, and I was fine. Out with the melanoma View Details

15 Dec 2024
News

Editor's Letter

Illustration by Antonio Giovanni Pinna Illustration by Antonio Giovanni Pinna Change is hard. I am reminded of this every time I get a new laptop and there are new, generational expectations that require me to hunt down videos of overly caffeinated youths walking me... View Details

01 Apr 2002
News

HBS Press Books in Brief

Featuring all-star names in marketing such as Don Peppers, Martha Rogers, David Aaker, and Kevin Keller, this dynamic collection provides a diverse look at the field of marketing. From global branding to... View Details

Keywords: Colleges, Universities, and Professional Schools; Colleges, Universities, and Professional Schools

Daniel F. Gerber, Jr.

to advertise his product for 15 cents a can to build a vibrant wholesale business. The now famous “Gerber baby symbol” was introduced to build brand identity and reassure skeptical consumers. Though it took... View Details

Keywords: Food & Tobacco

Web

A Marketing Revolution - The Art of American Advertising

The Art of “Posting” Brand Name Management A Marketing Revolution “Between the end of the Civil War and the turn of the century, conditions in the American economy and in... View Details

01 Jan 2008
News

Meg Whitman, MBA 1979

firms that are American household names—Disney, Stride Rite, Procter & Gamble— and then applied her multifaceted talents to a fledgling start-up auction site. During her ten years at the helm, eBay grew from a small operation where... View Details

28 May 2019
News

What I Do: Gordon Medenica (MBA 1979)

cross-sell each other’s games. It’s something the industry accomplished by working together.” “Maybe 20 percent of my time is devoted to different aspects of Mega Millions. Just one example: We’re fighting these parasitic lotteries that basically trade on our View Details

Keywords: Ryan Jones; Amusement, Gambling, and Recreation Industries; Amusement, Gambling, and Recreation Industries

09 Feb 2016
First Look

February 9, 2016

could a small brand compete against a company that had captured the hearts and minds of consumers? Which brand-positioning concept should Paez choose to best capture consumers' attention View Details

Keywords: Sean Silverthorne

27 Aug 2013
First Look

First Look: August 27

Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and other... View Details

Keywords: Sean Silverthorne

02 Mar 2020
Blog Post

Know Your Audience – Recruiting HBS Students for Energy

agriculture, and manufacturing. What HBS Brings to the Energy Ecosystem The diversity within the energy sector also extends to company size. There are startups creating innovative solutions to address energy problems around the world, as... View Details

Keywords: Energy / Cleantech

21 May 2018
Blog Post

Harnessing The Power of Collaboration to Create Opportunity in Chicago

corporations and individuals. Among the major donors are The Kellogg Company and Conagra Brands who see The Hatchery as a way to help them innovate. By transforming a city... View Details

Keywords: Nonprofit / Government

01 Dec 2005
News

Style Check

Benetton Brain Trust: After learning at the knee of his father, Luciano, Alessandro is taking the family business forward. Working for his family’s company, whose colorful sportswear and controversial advertising made it a View Details

Keywords: Formula 1; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries

15 Feb 2022
Blog Post

Health is Wealth | The Path to Creating a Venture

levels. Collectively, Rachel and Wallerstofer saw an opportunity to build a precision nutrition brand that was more data driven, science backed, and truly personalized. “We... View Details

13 Feb 2006
Research & Ideas

Turning High Potential into Real Reward

light, not itchy, and captures no odor. Of his first $200,000 in seed financing, he spends a $100,000 creating a "brand blueprint," an architecture for what the brand needs to look like some day to... View Details

Keywords: Re: Joseph B. Lassiter; Consumer Products

29 Jan 2014
Research & Ideas

Super Bowl Ads for Multitaskers

with beautiful pictures, upbeat music, or dramatic lighting. Finally, emotion-focused ads do this by appealing to consumers' emotional attachment to the brand by personally connecting the product to how it will fit into their lives. (See... View Details

Keywords: by Michael Blanding; Advertising; Sports

13 Dec 2018
Blog Post

"I Wanted to Move from Analyzing Results to Creating Them": Cynthia Samanian, MBA 2012

solstice. "The influencers and brands loved it." she says. "The attention to detail and level of intimacy made it feel different from other events."... View Details

01 Dec 2006
News

HBS Honors Four Alumni

woman who, fresh out of HBS, had taken the lowest-paying of thirteen job offers to become a Time financial analyst simply because she loved magazines. Rising through the ranks, Moore today presides over an empire of more than 145 magazines, their Web sites, View Details