Brand Building - Publications - Faculty & Research

28 Feb 2014
News

The First Five Years: Omowale Casselle (MBA 2009)

the expectations of our consumers, retailers, and brand partners. "In addition to managing our product lines, I also lead our operations team, which means that I make sure that each retail partner (Walmart, Walgreens, Kroger, and Meijer)... View Details

Keywords: General Merchandise Stores; Retail Trade

02 Jul 2012
Research & Ideas

Why Good Deeds Invite Bad Publicity

content themselves with thinking that even if there isn't an immediate payoff for doing the right thing, then at least the goodwill they build up with the public will provide a buffer to offset negative publicity when something goes... View Details

Keywords: by Michael Blanding; Energy

05 Aug 2002
What Do You Think?

Is Platform Leadership Old Hat or the Wave of the Future?

In one recent case, Procter & Gamble purchased a company producing a low-cost, mass-produced disposable electric rotary toothbrush to be marketed under its famous Crest brand umbrella. As it turns out, its founders developed the... View Details

Keywords: by James Heskett

01 Nov 2016
First Look

First Look - November 1, 2016

brands. Companies can leverage storytelling to build their brands, and careful brand extensions can grow the business as long as they do not alienate core loyalists. Other potentially risky opportunities to... View Details

Keywords: Sean Silverthorne

01 Mar 2019
News

Action Plan: Fruit of the Vine

Knudsen Cowles: building for the future at the family vineyard in Oregon’s Willamette Valley (photo by Hilary Bobel Cronon) When they inherited the family vineyard a decade ago, Page Knudsen Cowles (MBA 1983) and her three brothers knew... View Details

Keywords: Ryan Jones

13 Jun 2018
News

The First Five Years: Momchil Filev and Ben Faw (both MBA 2014)

and ranked. In February 2018, tronc, the company formerly known as Tribune Publishing, purchased a majority stake in BestReviews.com. What inspired you to launch BestReviews.com? Ben:“We both grew up reading Consumer Reports regularly and realized this View Details

01 Sep 2014
News

Case Study: Declawing the Competition

cofounder and president, Deena Malkina (MBA 2008), offered this case study query to alumni: “KitNipBox is laser-focused on differentiating its brand by sourcing the most unique, high-quality products on the market, committing to healthy... View Details

21 Aug 2018
First Look

New Research and Ideas, August 21, 2018

growth of green building and over its 25-year history had become a powerful brand in the construction sector with its Leadership in Energy and Environmental Design (LEED) standard. Nonetheless, USGBC faced... View Details

Keywords: Dina Gerdeman

01 Apr 1998
News

Going For The Summit

company, explains the former American Express marketing executive, an online firm "must delay profitability to build brand equity." In other ways, however, doing business on the Web is unique. Like mountain... View Details

Keywords: Caroline Chauncey

01 Apr 2002
News

HBS Press Books in Brief

they can compete successfully in both the old and the new economies. Authors Philip Kotler, Dipak C. Jain, and Suvit Maesincee show how to build a complete marketing platform around the exploration, creation, and delivery of superior... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

21 May 2018
News

Community Partners Delivers “Expert Goodness” to the Bay Area

informal, interactive setting. They get real insights on how to build a brand and how to inspire people to believe in a brand.” For a decade, the HBSAB has partnered with Boston-based View Details

Keywords: Margie Kelley

01 Sep 2003
News

Richard Edelman

well. Appointed the firm’s CEO in 1997, he believes that there is usually an intersection of corporate and public interest. “Change is rarely revolutionary,” he says cheerfully. “You do better by being inside the tent.” Since earning his MBA, Edelman has been busy... View Details

Keywords: Susan Young; Management, Scientific, and Technical Consulting Services; Professional Services

01 Dec 2010
News

A Smooth Stretch

is a certified yoga instructor, has created a foundation to help spread yoga teaching and practice throughout society, including among at-risk youth. Said Hanna, “I wanted to build a brand that inspires... View Details

Keywords: Yoga; Apparel Manufacturing; Manufacturing

01 Sep 2003
News

Jeanne Jackson

most global businesses succeed because their core brand proposition has value across borders: Wal-Mart’s selection and low prices; McDonald’s convenience, cleanliness, and service; Nike’s commitment to performance.” Jackson believes that... View Details

Keywords: Deborah Blagg; Management, Scientific, and Technical Consulting Services; Professional Services

30 Jan 2019
What Do You Think?

Who Will Measure up to These Two Remarkable Leaders?

Summing Up: Which Schools Will Produce the Next Generation of Transformative Leaders? This month’s column featured two leaders who were able to build organizations that literally transformed the mutual fund and airline industries. In the... View Details

Keywords: by James Heskett; Air Transportation; Financial Services

15 Dec 2024
News

Editor's Letter

Illustration by Antonio Giovanni Pinna Illustration by Antonio Giovanni Pinna Change is hard. I am reminded of this every time I get a new laptop and there are new, generational expectations that require me to hunt down videos of overly caffeinated youths walking me... View Details

03 Mar 2015
First Look

First Look: March 3

foundings are driven by collective patterns of activity-that is, by patterns of prior foundings, of support from related markets, and of institutional activism in a given sector. Building on research on social salience and signals, we... View Details

Keywords: Sean Silverthorne

01 Apr 2001
News

Ed Tian: Boardroom Revolutionary

At first glance, not many would figure the bookish president and CEO of telecommunications carrier China Netcom Corporation for a revolutionary. But Edward Tian Suning is certainly making waves as head of one of the country’s new brand of... View Details

Keywords: Alejandro Reyes; Telecommunications; Information

10 Aug 2015
News

Giving Kids Tech Tools to Make an Impact

and brands to build robust apps, Kadomatsu says Mouse programs have served more than 33,000 students nationwide. “More than 50 percent of public school students in America are considered low-income, and I am... View Details

23 May 2017
First Look

First Look at New Ideas and Research: May 23, 2017

several strategic imperatives: the need to build a strong, desirable, and prestigious brand identity and grow a profitable and sustainable business. The case also provides an opportunity to discuss the... View Details

Keywords: Carmen Nobel

Publications