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  • March 2022 (Revised July 2022)
  • Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
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    Anita Elberse

    Anita Elberse is the Lincoln Filene Professor of Business Administration at Harvard Business School.

    Professor Elberse develops and teaches an MBA course covering the "Businesses of Entertainment, Media, and Sports," which ranks among the most sought-after... View Details

    Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
    • December 2018 (Revised September 2019)
    • Case

    Brand Activism: Nike and Colin Kaepernick

    By: Jill Avery and Koen Pauwels
    Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details
    Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America
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    • 04 May 2009
    • Research & Ideas

    What’s Next for the Big Financial Brands

    with their predicament. They consult their friends and neighbors more than ever. Advertising that captures these mood shifts is more effective. Thus, in Kansas, billboards use the first person to proclaim "I trust Intrust."... View Details
    Keywords: by John Quelch; Banking; Financial Services
    • October 2015
    • Case

    BandPage (A)

    By: Karim R. Lakhani, Colin Maclay and Greta Friar
    BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began... View Details
    Keywords: Digital Innovation; Digital Music; Digital Marketing; Mobile Marketing; Technological Innovation; Marketing Communications; Music Entertainment; Mobile Technology; Music Industry
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    • Research Summary

    My research draws upon social and cultural theories to address three important topics in marketing: branding strategy, organizing to deliver creative content, and cultural consumer behavior:

    1)Branding Strategy: How are iconic brands built?

    I have... View Details

    • April 2012 (Revised March 2014)
    • Case

    Social Strategy at Nike

    By: Mikolaj Jan Piskorski and Ryan Johnson
    Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on "nontraditional"... View Details
    Keywords: Strategy; Advertising Campaigns; Social and Collaborative Networks; Online Advertising; Apparel and Accessories Industry; Sports Industry
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    • spring 2007
    • Article

    Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950-1970

    Around 1960, the first independent African nations emerged, marking the beginning of the momentous political event that, among other things, would change the visual representations and the copy of advertisements. Development, modernity, and industrialization became... View Details
    Keywords: Advertising Campaigns; Developing Countries and Economies; Africa; Great Britain
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    • February 2011 (Revised December 2012)
    • Case

    The Ford Fiesta

    By: John Deighton and Leora Kornfeld
    Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image... View Details
    Keywords: Advertising Campaigns; Digital Marketing; Leadership; Goals and Objectives; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Standards; Auto Industry
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    • 23 Apr 2013
    • First Look

    First Look: April 23

      Publications 2006 University of Chicago Press Manufacturing Morals: The Values of Silence in Business School Education By: Anteby, Michel Abstract—Corporate accountability is never far from the front page, and Harvard Business School trains many future business... View Details
    Keywords: Sean Silverthorne
    • 2013
    • Chapter

    Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

    By: Jill Avery
    Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details
    Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Consumer Products Industry
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    • April 1990
    • Case

    Philip Morris Companies' ""Bill of Rights"" Sponsorship Program

    By: Stephen A. Greyser and Norman Klein
    Describes the new policy of the National Archives of inviting corporate cosponsorship of historic exhibits and commemorations. In November 1989, Philip Morris Companies (PM) became the first cosponsor of the bicentennial commemoration of the Bill of Rights, and used... View Details
    Keywords: Policy; Brands and Branding; Decisions; Advertising; Marketing Strategy; Risk and Uncertainty; Financing and Loans; Reputation; Nonprofit Organizations
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    • June 1994 (Revised August 1994)
    • Case

    Cunard Line Ltd.: Managing Integrated Marketing Communications

    By: Stephen A. Greyser
    Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional... View Details
    Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Product Positioning; Consumer Behavior; Organizational Structure; Identity; Balance and Stability; Shipping Industry
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    • May 2020 (Revised July 2020)
    • Teaching Note

    Brand Activism: Nike and Colin Kaepernick

    By: Jill Avery and Koen Pauwels
    Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details
    Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Sports Industry; United States; North America
    Related
    • March 1996 (Revised February 1999)
    • Case

    Vistakon: 1 Day Acuvue Disposable Contact Lenses

    By: Alvin J. Silk, Bruce Issacson and Marie Bell
    Vistakon, an independent and entrepreneurial subsidiary of Johnson & Johnson, pioneered the production and marketing of disposable contact lenses with the 1987 launch of Acuvue, the first disposable extended-wear lens--a soft contact lens that patients wear for a... View Details
    Keywords: Advertising Campaigns; Business Subsidiaries; Business Startups; Corporate Entrepreneurship; Price; Risk Management; Marketing; Product Positioning; Production; Performance Effectiveness; Consumer Products Industry; United States
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    • 25 Nov 2008
    • First Look

    First Look: November 25, 2008

    will affect his continuing collaboration with Jobs. Purchase this case: http://harvardbusinessonline.hbsp.harvard.edu/ b01/en/common/item_detail.jhtml?id=809063 Butler, Shine, Stern & Partners Harvard Business School Case 508-043 Selling an intangible like View Details
    Keywords: Martha Lagace
    • 11 Dec 2012
    • First Look

    First Look: Dec. 11

    Roc Nation, Random House, and Microsoft, and ensure success for each of the parties? And is pursuing this campaign idea a smart investment for the young agency? The case describes a set of decisions that paved the way for a groundbreaking... View Details
    Keywords: Sean Silverthorne
    • October 2011 (Revised May 2015)
    • Case

    The American Repertory Theater

    By: Rohit Deshpande, Allen S. Grossman and Ryan Johnson
    When Diane Paulus, artistic director and CEO of the American Repertory Theater (A.R.T.) first started in 2008, she attracted media coverage around an aesthetic that aimed to give the audience more ownership over the theater experience, excited theatergoers by... View Details
    Keywords: Advertising Campaigns; Arts; Business Model; Leading Change; Media; Organizational Change and Adaptation; Nonprofit Organizations; Competitive Strategy; Entertainment and Recreation Industry; North and Central America
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    • 19 Mar 2014
    • Research & Ideas

    A Brand Manager’s Guide to Losing Control

    Thanks (or no thanks) to social media, brand managers have lost the power to control the perception of their products through carefully orchestrated advertising campaigns. These days, consumers are in command. With an angry tweet, a happy... View Details
    Keywords: by Carmen Nobel; Advertising
    • 09 Dec 2002
    • Research & Ideas

    Unilever—A Case Study

    parent company, a white soap, called "Lux Toilet Soap." J. Walter Thompson was hired to develop a marketing and advertising campaign stressing the glamour of the new product, with very successful... View Details
    Keywords: by Geoffrey Jones; Consumer Products; Entertainment & Recreation; Food & Beverage; Manufacturing; Retail