Brand Building - Publications - Faculty & Research

Profile

Lauryn Hale

opinion that's the opposite of the one you came in with." Building brands and minds For her summer internship, Lauryn has accepted a brand management position with General... View Details

Web

Professor Jill Avery Build strong, differentiated brands that resonate with consumers and give your company a competitive edge. 6 weeks, 3-8 hrs/week Enroll by April 17 $1,850 Certificate New Entrepreneurial... View Details

01 Mar 2023
News

Elevator Pitch: Spread the Wealth

Illustration by Drue Wagner Illustration by Drue Wagner Sabine Tejerina (MBA 2009) Cofounder and COO, Upstreet Concept: Launched in 2020, Upstreet makes it easier and more economical for companies to reward employees and customers with shares to improve engagement and... View Details

Keywords: entrepreneurship; stock ownership; customer rewards; employee retention; financial literacy; Securities, Commodities, and Other Financial Investments; Finance

Sanford I. Weill

on strong execution and delivery of services, stock-based incentive compensation plans, and skillful blending of complimentary strengths and weaknesses, has helped to achieve his mission of building a brand... View Details

Keywords: Finance

27 May 2008
Sharpening Your Skills

Sharpening Your Skills: Thinking About Global

Sharpening Your Skills dives into the HBS Working Knowledge archives to bring together articles on ways to improve your business skills. Questions To Be Answered Are global brands effective? How should I think about strategy in a flat... View Details

01 Mar 2005
News

Lighting It Up

used to be a one-season event,” Wilkins noted. “Now most customers want to leave lighting up year-round because it signifies a special event.” Wilkins is excited by the prospect that more American cities may come to look like Hong Kong and thrilled to be involved in... View Details

Keywords: lighting; Electric Power Generation, Transmission, Distribution; Utilities

John M. Hiebert

In his years of leadership at Sterling, Hiebert consolidated the brand names of Bayer, Centaur-Caldwell and Chas into a single division that became increasingly profitable and also launched the environmentally conscious Zimmerman process,... View Details

Keywords: Healthcare

Jon Staff

Consumer brand building - Mission/vision/values development and adherence - Co-founder and early stage team building - DTC marketing - Go-to-market strategies - Hospitality... View Details

Keywords: Travel, Tourism, & Hospitality;#56;#Personal Health & Wellness;#16;#Consumer Products & Packaged Goods

06 Oct 2003
Research & Ideas

The Growth of the Social Enterprise

primarily for affiliates only. The fact that many of the key anticipated benefits for expansion were never realized is a stark reminder to nonprofit leaders to be realistic in their expectations of what benefits expansion will bring. View Details

Keywords: by Carla Tishler

01 Jun 2017
Blog Post

How To Partner With a Club: Engage With Club Leaders

mission will assist in building your brand awareness to industry-based clubs, and create a synergy to coincide with your hiring needs. View a full list of HBS career-related student clubs and engage with... View Details

Keywords: All Industries; Health Care

01 Dec 2002
News

Alumni Bookshelf

did not give rise to a “new economy,” and offers advice on how to restore American economic growth. The Brand Management Checklist by Alan Bradley (“Brad”) VanAuken (MBA '84) (Kogan Page) A comprehensive resource on View Details

07 Oct 2024
News

On the Move: Nikos Bartzoulianos (MBA 2008)

After nearly nine years in a series of marketing and strategy roles at Samsung—where he logged approximately 2.5 million air miles and earned status as a “permanent resident” of Korea—Nikos Bartzoulianos (MBA 2008) made the leap to Electrolux Group Chief Marketing... View Details

02 Sep 2014
First Look

First Look: September 2

such rifts, language training must include cross-cultural education. Publisher's link: http://hbr.org/2014/09/whats-your-language-strategy/ar/1 September 2014 Journal of Environmental Economics and Management Government Green Procurement Spillovers: Evidence from... View Details

Keywords: Sean Silverthorne

04 Sep 2019
News

Alumni and Faculty Books for September 2019

science’s greatest race amidst the chaos of World War I, and a love story as epic as the railways crossing Russia. Kellogg on Branding in a Hyper-Connected World edited by Alice Tybout and Tim Calkins (MBA 1991) Wiley Kellogg on View Details

28 Oct 2019
Research & Ideas

Brick-and-Mortar Stores Are Making a Comeback

to build a relationship with the customer and communicate the brand in an experiential way. There’s still a purpose for physical shopping in today’s environment; it just has to feel different from what we’ve... View Details

Keywords: by Jen McFarland Flint; Retail

07 Dec 2016
Blog Post

Marketing Reimagined: A Recap of the 2016 Marketing Innovation Conference

co-chairs. The day kicked off with a unique keynote. Five executives from successful startups took the stage to answer questions like “How do you acquire new customers & scale a brand while operating without a physical footprint?” or... View Details

Keywords: Entertainment / Media / Sports

05 Feb 2009
Research & Ideas

In Praise of Marketing

commercial radio and, after World War II, commercial television enabled marketers to drive home the benefits of their national brands and to announce quickly the launch of new products and services to a nationwide audience. The... View Details

Keywords: by John Quelch; Advertising

23 Jan 2017
News

The CEO Who is Perking Up Peet’s Coffee

Although he had led major divisions of large companies, this was the first time Burwick, now 55, would be CEO. Started by Alfred Peet in 1966 in Berkeley, Peet’s has been a popular Bay Area company with a strong brand, said director of View Details

11 Aug 2014
News

The First Five Years: Melissa Fensterstock (MBA 2012)

repel creepy guys at the bar. While the list of pests is endless, the vision is to build a lifestyle brand that is much broader than just for repelling bugs. However, before expanding, we must develop View Details

Robert W. Woodruff

build Coca-Cola’s brand image as America’s soft drink. He also expanded the firm internationally, grew the franchising business and replaced the sales division with a service department devoted to supporting... View Details

Keywords: Food & Tobacco

Publications