Brand Communication - Publications - Faculty & Research

17 Aug 2020
Research & Ideas

What the Stockdale Paradox Tells Us About Crisis Leadership

each person introduce themselves by their name, job title, mission, and their immediate tasks (e.g, “I’m Sarah, I’m a creative, I’m creating a brand for Client X, I’m in this meeting to present findings and receive feedback”). Emergency... View Details

Keywords: by Boris Groysberg and Robin Abrahams

15 Nov 2022
Op-Ed

Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)

issue calls, known as hashtag challenges, to the community as a whole to make content in a spirit of brand love. For example, Chipotle issued a #boorito challenge at Halloween that asked its fans to post... View Details

Keywords: by John Deighton and Leora Kornfeld

09 Dec 2002
Research & Ideas

Unilever—A Case Study

Langnese; and Sunlicht. The name "Unilever" was not used in operating companies or in brand names. Lever Brothers and T. J. Lipton were the two postwar U.S. affiliates. These national operating companies were allocated to either... View Details

Keywords: by Geoffrey Jones; Consumer Products; Entertainment & Recreation; Food & Beverage; Manufacturing; Retail

27 Sep 2018
Research & Ideas

Religion in the Workplace: What Managers Need to Know

change their dress codes and even their brand identities to accommodate religious garb? Can owners of small, private companies reject customers based on religious convictions? These tricky questions might make anyone squirm with all of... View Details

Keywords: by Dina Gerdeman; Food & Beverage; Apparel & Accessories

December 2017
Article

Discordant vs. Harmonious Selves: The Effects of Identity Conflict and Enhancement on Sales Performance in Employee-Customer Interactions

By: Lakshmi Ramarajan, Nancy Rothbard and Steffanie Wilk

Across multiple studies, we examine how identity conflict and enhancement within people affect performance in tasks that involve interactions between people through two mechanisms: role-immersion, operationalized as intrinsic motivation, and role-taking,... View Details

Keywords: Identity; Interpersonal Communication; Sales; Performance

Citation

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29 Sep 2014
Research & Ideas

Why Do Outlet Stores Exist?

damages the brand," he says. "Anytime a company makes a foray into outlets, they are going to gain in the short term but damage brand image in the long term." To see if that was the case, Ngwe separated customers by a... View Details

Keywords: by Michael Blanding; Apparel & Accessories; Fashion; Retail

5 Sep 2013
Conference Presentation

The Color of Taste: Selling Food in Clear Packages in the Early-Twentieth-Century United States

By: Ai Hisano

This paper examines the role of color in the marketing and retailing of food products by focusing on the increasingly popular presentation of food in clear packages in the early-twentieth-century United States. In the 1910s, a candy company began using cellophane to... View Details

Keywords: Food; Product Marketing; Food and Beverage Industry

Citation

10 Apr 2007
First Look

First Look: April 10, 2007

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=207020 Li Ning-Anything Is Possible Harvard Business School Case 507-024 A leading sporting goods company in China competes aggressively against global brands Nike and Adidas,... View Details

Keywords: Martha Lagace

22 May 2024
HBS Case

Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore

car is the design and the lines of it,” Ghosh says. “As opposed to ‘I'm a car buff who likes to look at racing.’ And you might like the Ferrari, but you also might like it because you have a sensibility for Italy, or brands that are... View Details

Keywords: by Rachel Layne; Technology

11 Dec 2012
First Look

First Look: Dec. 11

consistent with boardroom connections mattering most for firms that stand to benefit most from the information communicated and resources exchanged through the network of board members. Overall, our results suggest that board of director... View Details

Keywords: Sean Silverthorne

23 Jan 2024
Book

More Than Memes: NFTs Could Be the Next Gen Deed for a Digital World

open up markets and help build loyal communities of customers. In the following excerpt, the authors shed light on the value and potential of NFTs. Could digital “tokens” possibly be worth hundreds or thousands or even millions of... View Details

Keywords: by Dina Gerdeman; Information Technology; Technology; Financial Services

08 Aug 2022
HBS Case

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

itself improbably shattering records held by Justin Bieber and The Jackson 5, and amassing 100 million fans. In 2019, BTS joined The Beatles and The Monkees as the third band in 50 years with three albums at the top of the Billboard 200 chart in the same year. "They... View Details

Keywords: by Shalene Gupta; Media & Broadcasting; Music

18 Jul 2023
News

The First Five Years: Brooke Biederman (MBA 2019)

people’s time, but I do believe the human spirit loves two things: entertainment and communal experiences. I love that the word “entertainment” comes from an Old French verb, entretenir, meaning “to hold together.” What’s been the most... View Details

Keywords: Robert Bochnak

Web

HBS - The year in Review

on-line research, and representing the School. Brand Identity Refreshed The new year brought a refresh to Harvard Business School’s iconic brand, the first in over a decade. In December, after nearly a year of research, design, and... View Details

John A. Deighton

John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing,... View Details

Keywords: communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications; communications

20 Nov 2018
First Look

New Research and Ideas, November 20, 2018

School Case 919-403 Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning Owner Jeff Vinik and top management of the NHL Tampa Bay Lightning are reviewing their strategy and progress in achieving their goals of... View Details

Keywords: Dina Gerdeman

12 Apr 2010
Research & Ideas

One Report: Better Strategy through Integrated Reporting

the challenge. Globalization, the Internet, and instant communications combine to subject every corporate action to scrutiny whether the company communicates or not. This reality puts every company's... View Details

Keywords: by Martha Lagace

Web

Topics - HBS Working Knowledge

(19) Annual Reports (2) Annuities (1) Arts (2) Asset Management (3) Asset Pricing (4) Assets (11) Attitudes (18) Auctions (4) Balanced Scorecard (11) Banks and Banking (30) Behavioral Finance (7) Behavior (75) Bids and Bidding (1) Bonds (7) Borrowing and Debt (14)... View Details

Web

Mid-US - Global

the Spirits Industry In an episode of Harvard Business Review's "Cold Call" podcast, Senior Lecturer Hise Gibson discusses the case "Uncle Nearest: Creating a Legacy." In 2017, Fawn Weaver cofounded Uncle Nearest, a premium American whiskey View Details

Web

2023 Reunion Presentations - Alumni

Rise of DTC Brands – Implications for Legacy Brands Professor Rajiv Lal This modified case discussion did not require pre-reading. + More Info – Less Info We discuss the forces that have given rise to many... View Details

Publications