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    • Multimedia  (2)
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Show Results For

  • All HBS Web  (947)
    • People  (2)
    • News  (300)
    • Research  (508)
    • Multimedia  (2)
  • Faculty Publications  (222)
← Page 24 of 947 Results →
  • 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 her efforts and energies. “If I... View Details
  • 01 Jun 2015
  • News

Ask the Expert: The Kids Are All Right

their social conscience. To them, doing good is just table stakes. Scratch has developed a proprietary methodology examining “brand love” to decode the science of brand affinity across generations. We found that millennials assume that... View Details
  • 29 Jan 2013
  • Research & Ideas

Creating the Perfect Super Bowl Ad

sample of 82 ads for 30 brands in their homes or workplaces. The research relied on webcams that track visible changes on a person's face as they watch an ad, responding to funny, or amusing content. The software detects the slightest... View Details
Keywords: by Kim Girard; Advertising; Media & Broadcasting
  • May 2022
  • Supplement

Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States
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Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-068, May 2022.
  • December 1992
  • Case

Du Pont: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein
Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details
Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry
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Greyser, Stephen A., and Norman Klein. "Du Pont: Corporate Advertising for 1992." Harvard Business School Case 593-023, December 1992.
  • 15 Dec 2011
  • News

An HBS gift guide

accessible travel easy to find and up to date for people with all kinds of physical challenges.” Help Brehm spread the word Previous Next Supporting African vineyards Selena (MBA 2003) and Khary Cuffe (MBA 2006) Founders, Heritage Link View Details
Keywords: Bulletin Staff; holiday; gift giving; Manufacturing; Retail Trade
  • 24 Mar 2017
  • News

Personalizing the Path to Professional Success for Women

The business launched in March 2016 and has found clients among a diverse population of women and companies that cross all industries and geographies, says Skeete Tatum. The platform has a range of offerings from personal brand and... View Details
  • May 2022
  • Supplement

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States
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Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-059, May 2022.
  • 25 Apr 2016
  • News

Trail Blazer

finds such gratification in the 47-mile bike and pedestrian route soon to connect the six-city region. It will be a legacy enjoyed by generations. “It’s very psychically rewarding,” he says. “It’s so much fun to be involved in something the entire View Details
Keywords: Jill Radsken; Food and Beverage Stores; Retail Trade; Scenic and Sightseeing Transportation; Transportation
  • 29 Apr 2016
  • News

The First Five Years: Kelly McKenna (MBA 2015)

groups. It's really powerful. We have artists in 11 cities and more than 1,000 unique pieces on our site now. We've come a long way. "From a branding perspective, a lot of companies are aligning themselves with social causes to appeal to... View Details
  • 02 Jul 2012
  • Research & Ideas

Why Good Deeds Invite Bad Publicity

Do companies with reputations for acting in socially responsible ways receive public goodwill when unpleasant news hits? The question of how much (or even if) corporate social responsibility (CSR) policies benefit companies beyond the knowledge that they are good... View Details
Keywords: by Michael Blanding; Energy
  • 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
  • 12 Jul 2011
  • News

Phone Fun

marketing costs down by targeting the teens and twenties age group and by focusing — unlike some competitors — mainly on selling mobile phones. Although Phones 4u offers a range of mobile communication and entertainment equipment,... View Details
Keywords: Telecommunications; Information; Advertising, Public Relations, and Related Services; Professional Services
  • 05 Feb 2009
  • Research & Ideas

In Praise of Marketing

latent or explicit. It involves branding these products and services, communicating their benefits to intermediaries and end consumers, and distributing them. All of these activities involve value creation.... View Details
Keywords: by John Quelch; Advertising
  • May 2000
  • Supplement

Launching the BMW Z3 Roadster

By: Robert J. Dolan and Susan M. Fournier
Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW). View Details
Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry
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Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Video Supplement 500-502, May 2000.
  • 01 Aug 2014
  • News

A closer look at the industry of beauty

entrepreneurial imagination: the ability to understand values and trends and to shape them into brands people want," says Jones. Jones describes how, as the industry gained momentum, it played a significant role in standardizing beauty... View Details
  • 01 Jun 2009
  • News

Alumni Books

Nirmalya Kumar, with Pradipta K. Mohapatra (AMP 113, 1993) and Suj Krishnaswamy (Harvard Business Press) When Tata Motors bought the Jaguar and Land Rover brands from Ford — complementing the Nano, its innovative $2,500 car — a new... View Details
Keywords: Publishing Industries (except Internet); Information
  • December 1998
  • Case

NHL 1998: "The Coolest Game in Nagano"

By: Stephen A. Greyser and Kirk A. Goldman
Explores the National Hockey League's participation in the 1998 Winter Olympics, for which a "winter break" was taken from the regular schedule. The benefits and risks associated with the NHL's Olympic participation are one specific focus. In addition, the case address... View Details
Keywords: Risk Management; Brands and Branding; Marketing Communications; Opportunities; Competitive Strategy; Expansion
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Greyser, Stephen A., and Kirk A. Goldman. NHL 1998: "The Coolest Game in Nagano". Harvard Business School Case 599-024, December 1998.
  • October 2003 (Revised August 2005)
  • Case

American Legacy: Beyond the Truth Campaign

By: Youngme E. Moon and Kerry Herman
The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details
Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact
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Moon, Youngme E., and Kerry Herman. "American Legacy: Beyond the Truth Campaign." Harvard Business School Case 504-014, October 2003. (Revised August 2005.)
  • 01 Sep 2017
  • News

3-Minute Briefing: Jeetendr Sehdev (MBA 2004)

selfies incredibly meaningful and empowering. We need that compassion and emotional understanding to create brands that connect. Brands today are looking to develop fanatics. Being careful or silent as a... View Details
Keywords: Julia Hanna; News, Library, Internet, and Other Services; Information
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