Publications

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3 AM – 9 PM PST, 14 Nov 2017

HBS Alumnae Circles Open House and Training 2017 San Francisco

HBS Alumnae Circles are taking new members - are you interested? Register for this upcoming open house to learn more. View Details

17 Mar 2014
News

Social Media And Branding

November 2014
Case

Taryn Rose Launches Dresr: Street Marketing a Luxury Brand

By: Lena G. Goldberg, Marcel Saucet and Christine Snively

Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details

Keywords: E-commerce; Online Platforms; Online Marketing; Footwear; Legal Aspects Of Business; Street Marketing; Entrepreneurship; Internet and the Web; Luxury; Marketing Strategy; Digital Platforms; Legal Liability; Fashion Industry; Technology Industry

November 2018 (Revised February 2019)
Case

Israel at 70: Is it Possible to (re)Brand a Country?

By: Elie Ofek and Sarah Gulick

In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry... View Details

Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel

March 1996 (Revised November 1997)
Case

Dewar's (A): Brand Repositioning in the 1990's

By: Alvin J. Silk and Lisa Klein Pearo

Dewar's, a major brand of Scotch whisky, produced by United Distillers of the U.K., and the U.S. leader in the Scotch category with a 15% market share, faced a declining market among traditional consumers of distilled spirits. Given the growing societal, legal, and... View Details

Keywords: Advertising; Customers; Brands and Branding; Marketing Strategy; Market Participation; Strategic Planning; Opportunities; Consumer Products Industry; Food and Beverage Industry; United Kingdom; United States

08 Sep 2016
Cold Call Podcast

How Netflix Built its House of Cards (and Changed TV Forever)

Keywords: Re: Anita Elberse; Entertainment & Recreation

08 Sep 2016
News

How Netflix Built its House of Cards (and Changed TV Forever)

30 Jun 2017
News

Rebuilding the Girl Scouts Brand

Photos by Chris Taggart Mishka Pitter-Armand (MBA 2003) was never a Girl Scout; but she is a go-getter, an innovator, a risk taker, and a leader. “When you bring those four words together,” Pitter-Armand says, “they form the acronym G.I.R.L.” In late 2016,... View Details

Keywords: April White

3 PM – 7:30 PM PST, 15 Nov 2017

HBS Alumnae Circles Open House & Training 2017: Palo Alto

HBS Alumnae Circles are taking new members - are you interested? Register for this upcoming open house to learn more. View Details

Article

How Direct-to-Consumer Brands Can Continue to Grow

By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger

Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how... View Details

Keywords: Direct-to-consumer; Customer Journey; Business Model; Customer Relationship Management; Growth and Development Strategy

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14 Feb 2017
News

There is massive invasion of ethics in India’s large corporate houses

01 Jun 2016
News

Rethinking Housing in the Motor City

single-family houses—the largest strictly single-family housing market in the country,” Rhea explains. Lafayette Park, the Detroit neighborhood where he grew up in the 1970s, is one of the few exceptions.... View Details

Keywords: April White

December 2005 (Revised January 2007)
Case

Ben & Jerry's: Preserving Mission & Brand within Unilever

By: James E. Austin and James Quinn

In the months after Ben & Jerry's was acquired by Unilever, Ben & Jerry's head social mission faces challenges and opportunities unique in the company's history, including: how to manage employee morale; whether to include synthetic ingredients to meet consumer... View Details

Keywords: Brands and Branding; Problems and Challenges; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Management Teams; Governing and Advisory Boards; Value Creation; Corporate Governance; Employee Relationship Management; Food and Beverage Industry; Agriculture and Agribusiness Industry; Retail Industry; United States

28 Oct 2021
News

The Toxic Effects of Branding Your Workplace a “Family”

20 Jul 2016
News

The Woman Behind One of Africa’s Leading Food Brands

June 2019
Case

Rachael Ray: Cooking Up a Brand

By: Boris Groysberg, Robin Abrahams and Kerry Herman

Rachael Ray built a remarkable career and brand, first as a cooking personality, and then as a lifestyle maven. This case explores her early career, decisions taken along the way, and the successes she achieved in publishing, television and as a spokesperson. As her... View Details

Keywords: Personal Development and Career; Decision Choices and Conditions; Brands and Branding; Entrepreneurship

February 2025
Teaching Note

Influencer-Led Brand Building: Hairitage and the McKnights

By: William R. Kerr and James Palano

Teaching Note for HBS Case No. 825-066. Mindy McKnight started in 2009 as an early influencer on social media whose videos of creative hairstyles for girls launched her family on an entrepreneurship journey. The McKnights transitioned from YouTube ad revenue to brand... View Details

Keywords: Family Business; Social Media; Entrepreneurship; Brands and Branding; Product Launch; Power and Influence; Expansion; Beauty and Cosmetics Industry