Brand Management - Publications - Faculty & Research

19 Nov 2020
News

How Panera’s CEO Learned to Go Against the Grain

took the helm last year after positions at Yum Brands Inc. and Krispy Kreme. He attributes this sense of compassion to the loss of his daughter, who died of pulmonary fibrosis at the age of 18. “Seeing her suffer so much up close deepened... View Details

Keywords: Food Services and Drinking Places; Hospitality

01 Dec 2016
News

Carving a Niche

strategy for building Faction embraces that aura of distinction (“for the few” is one tagline) while leveraging several key retailing trends. “The average size of an interesting, exciting brand is smaller and more premium than it used to... View Details

Keywords: Julia Hanna

01 Oct 2000
News

Mario A. Corti: Global Reconnaissance

focuses on six worldwide corporate brands, including Nestlé, Nescafé, Nestea, Buitoni, Maggi, and Friskies, which are complemented by regional brands such as Stouffer's and Crosse & Blackwell. After graduating from HBS, Corti took a job... View Details

Keywords: Garry Emmons

Profile

Gary Shi

brands in the world, Proctor & Gamble and PepsiCo, assuming an escalating series of responsibilities. “The biggest thing I learned,” says Gary, “is never say no to yourself. There’s always need for a challenge.” Changing ideas of... View Details

01 Dec 2003
News

Nonprofits: Choosing a Path for Growth

remarks follow. While our survey did not explore the reasons for choosing branching over affiliation, some nonprofits may prefer branching because it allows the nonprofit leader to exert the most control since the new organizational units are established and View Details

18 May 2011
News

Man with a Plan

needs was infusing more capital into the business to help us manage the financial side of our growth. The second was a marketing case about Perdue Foods. The strategy that Frank Perdue initiated really resonated with me. We took a page... View Details

March 1996 (Revised November 1997)
Case

Dewar's (C): Exploring New Media Opportunities

By: Alvin J. Silk and Lisa Klein Pearo

Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S... View Details

Keywords: Advertising Campaigns; Cost Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Media; Corporate Strategy

Citation

Educators

Purchase

12 Jul 2011
News

Phone Fun

culture’s changing tastes, Braterman’s management style favors minimizing red tape and encouraging agile responses to the latest marketplace trends. “We can turn on a dime,” he said in the article. Braterman, who attended HBS as a... View Details

Keywords: Telecommunications; Information; Advertising, Public Relations, and Related Services; Professional Services

01 Dec 2004
News

Getting Personal

is trying to manage different and multiple brand messages for different audiences, using the Internet and various other forms of distribution. What else about marketing conventional wisdom invites... View Details

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

06 Dec 2021
News

Monaco's Digital Transformation

well the challenges that lay ahead. DIGITAL LEADERSHIP: Read how the president and CEO of Trusted Media Brands is spearheading digital innovation at her company in the 3-Minute Briefing: Bonnie Kintzer (MBA 1987). DIGITAL LEADERSHIP: Read... View Details

Keywords: Jennifer Gillespie

01 Sep 2014
News

All For One

The first thing Linda Hill noticed when she walked into Pixar Animation Studios was the energy. Pixar’s cavernous office in Emeryville, California, is totally open and organized around a huge central atrium, allowing a diverse group of artists, animators, computer... View Details

Keywords: Michael Blanding; faculty; research; Market Research, Photo, Translation, Veterinary and Other Services; Professional Services

Profile

Irina Gerry

With passion comes the energy needed to stand out among many qualified candidates. How has HBS prepared you for your new job? HBS provided me with tools and support to make a career switch from management consulting to View Details

31 Jan 2023
News

Female Founders' Dilemmas; UK Tech Startups

Saigal (MBA 2014), founder and CEO of Kudos, a sustainable diaper company, and Sarina Siddhanti Garg (MBA 2015), founder of the South Asian formal clothing retailer Riya Collective. The women shared their startup journeys with guest moderator Sowmya Pelluru, director... View Details

Keywords: Margie Kelley

Career Coach

Minal Mehta

the Head of Product Management for the Next Billion Users (NBU) Initiatives at YouTube as well as Google. During her tenure, she led the growth-focused product domain uniquely tailored to the needs of expanding global user markets. She... View Details

Keywords: Emerging Markets; Entrepreneurship; Technology

Marty Blue

2019 Marty was engaged as an SVP of Business Development at CarGurus. CarGurus is the largest Automotive Digital Marketplace in the United States based on unique monthly visitors. At CarGurus she was an integral part of the management... View Details

Keywords: Fitness & Sports;#68;#Transportation & Logistics;#20;#Ecommerce

Profile

Fereshteh Zeineddin

wanted to learn in a place where I would be surrounded by amazing people from different places and backgrounds. HBS was a perfect fit." "Do you know how you've changed?" At first, Fereshteh's attraction to HBS was highly practical. "A good View Details

December 2016 (Revised May 2018)
Case

Ebony Magazine

By: Steven Rogers and Derrick Jackson

For nearly 75 years, the Johnson Publishing Company has been the most successful African American magazine publisher. Its flagship Ebony magazine was an iconic coffee table fixture for decades in black households of all classes, making founder John H. Johnson... View Details

Citation

Educators

Purchase

24 Oct 2013
News

Searching for a Better Society

invoicing and similar functions," he recalls. "I wanted to connect with the US, and I thought getting an MBA there would be a good entry point. I was accepted by all of the schools I applied to, and Columbia offered full tuition, but HBS had the best View Details

Keywords: Robert S. Benchley; Management, Scientific, and Technical Consulting Services; Professional Services

July 2004 (Revised March 2007)
Case

Sony EyeToy

By: Anita Elberse and Youngme E. Moon

In early 2004, less than a year after its launch, Sony's EyeToy, a unique video gaming concept, had become a tremendous success across Europe. Developed for use with Sony's PlayStation 2 console, the revolutionary technology allowed users standing in front of a small... View Details