Personal Brand - Publications - Faculty & Research

27 Sep 2021
News

Sewn with Love

When Kikka Hanazawa (MBA 2002), CEO of VPL, a women’s underwear and athleisure company, heard stories of the shortages of personal protective equipment for front-line medical workers faced with the coronavirus crisis, the fashion-industry... View Details

15 Jun 2021
News

Elevator Pitch: Dress Code

Video Embed Animation by Drue Wagner and Troubadour Image + Sound The Yes Julie Bornstein (MBA 1997), cofounder and CEO; former COO, Stitch Fix Jennifer Koen-Horowitz (MBA 1997), head of brand marketing and PR Vision: The Spotify of... View Details

Keywords: online shopping; fashion; mobile technology; entrepreneurship; startup; Nonstore Retailers; Retail Trade

Profile

Fereshteh Zeineddin

Why was earning your MBA here important to you? I was at a point in my career when I wanted to transition into brand management. I knew that to become a great brand manager, I needed to gain a better... View Details

Keywords: Retail

01 Dec 2010
News

How to Survive Past Start-up

thinking about how to improve processes. On a personal level, though, she was a devotee of certain high-end brands of cosmetics that were often difficult to find. That led her to launch an early Web site for... View Details

Keywords: Bill Murphy Jr.; Health and Personal Care Stores; Health and Personal Care Stores; Health and Personal Care Stores; Health and Personal Care Stores

17 Jun 2013
Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

brands in the advertisements they watch," says Teixeira, an assistant professor at Harvard Business School who has spent the last four years figuring out the factors that make or break online ads. "In the past, when a company launched a... View Details

Keywords: by Carmen Nobel; Advertising

February 2022
Case

Paul Polman

By: Elizabeth A. Keenan, Youngme Moon and Susie Ma

Over his 40-year career, Paul Polman had led some of the world’s largest consumer goods companies, making his biggest mark as CEO of Unilever—a multi-national corporation that produced everything from soap to soup. Polman was also well-regarded as a leader in corporate... View Details

Keywords: Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Leadership; Corporate Accountability; Personal Development and Career; Corporate Social Responsibility and Impact; Ethics; Values and Beliefs; Social Issues; Philanthropy and Charitable Giving

Citation

Educators

Purchase

24 Apr 2014
News

Digital ID network empowers individuals, disrupts the data brokers

While anonymity online has many benefits, there are certain contexts in which an individual would want to be known. Blake Hall (MBA 2010), an army veteran, noticed that many brands were unwilling to extend special offers online to... View Details

15 Feb 2022
News

The Alumnae Entrepreneur Behind Mary J. Blige’s Super Bowl Locks

wrote in Inc.com. “Despite what I was juggling in my personal life, fitting in those 207 miles was just a part of the routine.” Those long trips, though, sparked an idea, she notes in the piece. “I wanted to create something that would... View Details

01 Dec 2017
News

Yoga Inc.

vacuum, sweep, or dust. Five women and one man array their mats around a rose quartz sphere. “Dedicate your practice to a prayer in your life,” he tells them. “Ideally, one of personal transformation.” It’s a traditional approach that... View Details

Keywords: Deborah Halber

21 May 2018
News

Community Partners Delivers “Expert Goodness” to the Bay Area

attractive to alumni who want to do more in their communities, have an impact, and pay it forward. “What they lack is a clear path on how to make that happen inside a hectic life of work and personal commitments,” he says. “Community... View Details

Keywords: Margie Kelley

01 Nov 2018
News

Showing Girls the Possibilities

Ann Fudge (MBA 1977) is the former chairman and CEO of marketing giant Young & Rubicam Brands and serves on a number of corporate boards. In this interview, she talks about another, more personal focus of... View Details

01 Sep 2013
News

A Start-Up with Giddyup

A Start-Up with Giddyup FORD: These boots were made for business. Photo courtesy Sarah Ford Whether you're the real deal or all hat and no cattle, you can cowboy up in style with custom-made boots from Sarah Ford (MBA 2007). Ford founded Texas-based Ranch Road Boots... View Details

Keywords: Clothing and Clothing Accessories Stores; Retail Trade

April 1998
Case

Compaq, 1998

By: Steven C. Wheelwright and Matt Verlinden

In 1997, Compaq Computer Corp. had become a $25 billion powerhouse. It had accomplished its revenue growth projections, successfully made a number of strategic acquisitions, and increased its gross margins, principally by moving up market into servers, workstations,... View Details

Keywords: Mergers and Acquisitions; Transformation; Customer Relationship Management; Profit; Revenue; Growth and Development Strategy; Brands and Branding; Distribution Channels; Alliances; Customization and Personalization; Computer Industry

Citation

Educators

Career Coach

Christopher Canario

Chris has spent his career hyper-focused on the space industry. This includes an undergraduate degree in aerospace engineering, working for the International Space Station program at NASA, and supporting commercial spaceflight at Axiom Space. If you are View Details

31 Jan 2005
Research & Ideas

Rethinking Marketing’s Conventional Wisdom

attributes. You see that with the success of the airline JetBlue, for example: It has no meals and no round-trip airfares, but it does have leather seats and personal entertainment centers that delight and surprise its passengers.... View Details

Keywords: by Garry Emmons; Service

01 Dec 2002
News

Alumni Bookshelf

organization. Stressing that such trust requires much more than personal credibility, they provide self-assessment exercises that show executives where they currently stand as trusted leaders and where they could stand. Downturns,... View Details

01 Mar 2006
News

Can the United States Avoid a Fractured Future?

millennia. Ubiquitous communication is allowing people to rapidly compare how they’re doing with others. When countries promise a lot and deliver little, they end up as brands no one wants to support. How would you describe the U.S.... View Details

Keywords: Lewis I. Rice; Finance; Health, Social Assistance

30 Apr 2018
Blog Post

Reflecting on AASU50: Advancing African American Business Leadership

Frederick Douglass. “In line with AASU’s mission, our personal vision for the 2017-2018 academic year has been driven by the goal of strengthening the bonds within the community by investing further in the connections among AASU members,... View Details

30 Jan 2019
What Do You Think?

Who Will Measure up to These Two Remarkable Leaders?

year. Bogle, with several heart attacks and a transplant to think about, maintained moderate personal habits. Kelleher, on the other hand, lived life over the top. He too was generous, but more often with his time and supportive comments... View Details

Keywords: by James Heskett; Air Transportation; Financial Services

02 Oct 2015
News

The ‘F’ Word

made it far enough to launch a spring and fall collection and received widespread media coverage. The brand was slowly starting to gain traction with customers, too. But by the end of 2012, the startup—running low on cash and plagued by... View Details

Keywords: Walt Disney Studios

Publications