Brand Communication - Publications - Faculty & Research

26 Aug 2019
Research & Ideas

Lipstick Tips: How Influencers Are Making Over Beauty Marketing

this product.” During the video’s 12-plus minutes of step-by-step instructions, Hughes holds up product after product close to the camera so viewers can get a good look at each brand name. Because, after all, Hughes isn’t merely sharing... View Details

Keywords: by Dina Gerdeman; Consumer Products; Beauty & Cosmetics

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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

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

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

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

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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

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Europe - Global

Case Featured on Cold Call What does it take for a legendary brand like Porsche to stay ahead in a rapidly evolving auto industry? In this Cold Call episode, Harvard Business School Professor Stefan Thomke dives into the strategy and... View Details

08 Apr 2014
First Look

First Look: April 8

Publications August 2013 Journal of Consumer Research Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride By: Bellezza, Silvia, and Anat Keinan Abstract—This research examines how... View Details

Keywords: Sean Silverthorne

01 Jun 2023
HBS Case

A Nike Executive Hid His Criminal Past to Turn His Life Around. What If He Didn't Have To?

Jordan brand and served as president of the Portland Trail Blazers NBA team? Probably not, says HBS Professor Francesca Gino, who coauthored the case with HBS Senior Lecturer Hise Gibson and HBS Professor Frances X. Frei, as well as... View Details

Keywords: by Dina Gerdeman; Apparel & Accessories

November 1994
Case

Dow Corning and the Breast Implant Controversy (A)

By: Willis M. Emmons III, Monica Brand and Greg Keller

In early 1994, Dow Corning Corp. debates whether to participate in a proposed $4.2 billion product liability settlement. Specifically, the firm must decide whether to contribute $2 billion to end a class action suit filed by women suffering from connective tissue... View Details

Keywords: Safety; Ethics; Health Disorders; Government Legislation; Crime and Corruption; Legal Liability; Risk and Uncertainty; Business Strategy; Communication Strategy; Lawsuits and Litigation; Health Industry; Beauty and Cosmetics Industry

Citation

Educators

Purchase

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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

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Research Services - Faculty & Research

ensure the seamless execution of around 20 research events annually. In addition, the Marketing and Communications group is available for faculty consultations to promote specific research or to answer more general View Details

24 Oct 2018
Sharpening Your Skills

Startup or Established Company? Which Is Best for You?

bad) looks like at scale and possibly a nice brand for your resume. Startups can offer a chance to do all the things that can be either a blessing or a curse depending on your interests. You may miss out on having peers to collaborate... View Details

Keywords: by Julia B. Austin

01 Dec 2023
News

Thinking Ahead

As we wind down 2023, there’s talk everywhere of generative AI and how it will fundamentally alter the world as we know it; but how does that translate for your corner of the business world? Is TikTok something you need to take seriously? (Is it time to dance?) We... View Details

Keywords: Julia Hanna; Illustrations by Chris Gash; News, Library, Internet, and Other Services; Information

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HBS - The year in Review

made a positive impact on Harvard, Harvard Business School, and/or broader communities through exceptional acts of leadership. Nominations come from across the HBS community, and recipients are recognized during graduation week. Dean’s... View Details

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Skydeck - Alumni

it’s been stuck in the lab. John Levy (MBA 1979) thinks his startup has a way to make it an accessible superpower for business—and he is racing tech’s biggest names to make a long-promised future a reality. Reddit’s Rise COO Jen Wong (MBA 2004) on how she grew revenues... View Details

21 Oct 2022
Research & Ideas

People Trust Business, But Expect CEOs to Drive Social Change

Public trust in business remains relatively unshaken amid economic turbulence and a lingering pandemic, even as faith in the media and government falters, but leaders could do more to address social issues, a new global opinion survey shows. However, not everyone... View Details

Keywords: by Scott Van Voorhis

05 Dec 2023
Cold Call Podcast

Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive

Keywords: Fashion; Consumer Products; Apparel & Accessories; Retail

February 2018 (Revised September 2018)
Case

Huawei: How Can We Lead the Way?

By: Elie Ofek, Tian Tao, Eden Yin and Nancy Hua Dai

On September 12, 2017, just as Apple’s Tim Cook was unveiling the iPhone X, Richard Yu, CEO of Huawei’s Consumer Business Group (CBG), and Glory Cheung, his Chief Marketing Officer, were discussing some key strategic issues regarding Huawei’s smartphone business.... View Details

Keywords: Product Launch; Product Positioning; Marketing Communications; Price; Competitive Strategy; Global Strategy