Forthcoming content

A selection of articles about to be published and scheduled for Volume Six of Journal of Brand Strategy – consisting of four quarterly 100-page issues – includes:

  • Case Study: Satisfied: An enduring platform for an enduring bar
    Allison Miazga-Bedrick, Senior Brand Director, Filled Bars Portfolio, Mars Chocolate North America and James Miller, Executive Vice-President, Global Head of Strategy, BBDO
  • The new way to brand: How to translate advanced attribution models, hypothesis testing and big data analytics into actionable insights to change behavior and foster innovation
    Justin Racine, Director of Marketing & eCommerce, Geriatric Medical
  • Case study: Engaging employees using the brand and using an internal transformation strategy to create one global Telefónica family
    Amanda Clay, Global O2 Head of Brand, Telefónica
  • Brand purpose: The navigational code for growth
    Markus Kramer, Partner, Brand Affairs
  • Killing brands softly – Redux
    Don Schultz, Professor Emeritus-in-Service, Department of Integrated Marketing Communications, Northwestern University et al
  • Why be liked when you can be loved? Building a brand worth talking about
    Jamal Benmiloud, Founder, EARN Studios
  • Building the Bright Future of a Brand: 10 Principles to Guide Brand Building Efforts
    Jennifer Kelly Dominiquini, Chief Marketing and Digital Sales Officer, BBVA Compass
  • Branding for start-ups and SMEs in innovation incubators
    Suzanne Mizera, Managing Director at Young & Rubicam Business Consultants
  • How fashion brands approach cross-border e-commerce pricing
    Reid Wegner, Merchant Development Manager, Rakuten
  • Brand vs. portfolio: Using targeted marketing to drive individually relevant brand strategies
    Jim Sprigg, Director, Database Marketing & Analytics, InterContinental Hotels Group
  • “I am not a brand, I am a wholesaler” – The forgotten role of brand in B2B supply chains
    Prof. Claudia Bünte, Professor of Marketing, SRH Hochschule Berlin – the International Management University et al
  • Social innovation: An imperative for brands to address systemic social issues
    David Blyth, Group Managing Director, Yellowwood
  • Global Account Managers: The Linchpins of GAM Programs
    George Yip, Professor of Marketing and Strategy, Imperial College Business School, London and Audrey Bink, Market Intelligence Manager, Delft University of Technology
  • Monetizing digital audiences: Turning a marketing cost into a profitable business unit
    Andy Wasef, Managing Director, Digital & Consulting Strategy, ESP Properties
  • Rebranding strategies companies can adopt to connect better with consumers
    Peter Dixon, Chief Creative Officer Hanif Perry, Senior Engagement Manager, Prophet
  • Intel’s Experience Amazing campaign and how you used localization processes with specific attention paid to the cultural needs of different regions
    Louise Felton, Global Brand Campaigns & Programs, Intel
  • Digital is global by nature, not by default: Digital globalisation enhances local customer experiences
    Bruno Herrmann, Globalization Leader, the Nielsen Company
  • Re-invigorating the Schwab brand and business: How Charles Schwab re-discovered its challenger mojo
    Peter Boland, SVP & Head of Brand at Charles Schwab & Co
  • Developing an India entry strategy: The role consumer research can play for global companies to succeed in the Indian market
    Narendra Ghate, Chief Designer, Tata Elxsi et al
  • Why Marketers Have to Re-Think the Consumer Decision Making Process and How Nonlinear Marketing can be Used to Address this New Reality
    Jamie Turner, Founder, 60 Second Communications and Sarah Hutton, Human Resources Director, The Coca-Cola Company
  • Cultural competence helps your bottom line: How Marriott has been working holistically with the LGBT community, people with disabilities, and Hispanic and Asian guests
    Apoorva Gandhi, Vice President - Multicultural Affairs, and Tracey Schroeder, Vice President, Global Head of Consumer Public Relations, Marriott International
  • Harnessing the power of paid media: Emerging trends in paid social spends; which platforms produce the best ROI; and how brand headcount will evolve from community managers to paid social managers
    Jeremy Goldman Founder & CEO, Firebrand Group

A selection of articles published in Volume Five of Journal of Brand Strategy – still available and also consisting of four quarterly 100-page issues – includes:

  • Thought leadership disrupted:  New rules for the content age
    Jeff Pundyk, Vice-President, Global Integrated Content, The Economist
  • Content creation to drive brand engagement
    Robecta Ma, Head of Social Media E-Commerce, Cathay Pacific
  • Using social media to drive business success
    Jennifer Kelly Dominiquini, Chief Marketing and Digital Sales Officer, BBVA Compass
  • Case study on the SAP brand: The agile brand
    Dennis Thomas, ‎Senior Director, Global Branding, SAP
  • Disruption and coherence – Creating 'buzz' that builds a brand
    Winfried Daun, Group Head Advertising, Brand Strategy & Media, UBS AG
  • Creating a truly personal experience using customer journey mapping
    David Lee, Head of eCommerce, Electrolux
  • A sensory approach to brand confusion
    Jean-Charles Chebat, Professor Emeritus at HEC Montreal et al
  • Social media for the Reebok brand: Creating remarkable social media experiences to stand out from the crowd
    Ben Blakesley, Senior Manager, Global Social Media, Reebok
  • The Big Data Bang: When the collision of content marketing, mobile commerce and social share resulted in an omnichannel digital experience
    David Lee, Former Head of eCommerce, Electrolux
  • Case study: Building Your Brand Globally: Brand building for Corrotherm International Ltd
    Jan Ward CBE, Founder & CEO Corrotherm International Ltd
  • Case study: Developing a collaborative, data-led, test-focused analytics culture
    Yelena Maksina, Senior Specialist, Data Analytics, Merck
  • The future of advertising and the impact on brands and customers
    Catharine Hays, Executive Director, The Wharton Future of Advertising Program, Wharton, University of Pennsylvania and Yoram (Jerry) Wind, Lauder Professor, Professor of Marketing, the Wharton School.
  • Celebrity Endorsements and Congratulatory Messages: Jordan v. Jewel Food Stores: A case of right to publicity versus commercial speech
    Kerri Cebula, Kutztown University of Pennsylvania, and Mark Dodds, State University of New York at Cortland
  • Time to forget everything we learned in the past about branding? The future is the future of branding
    Professor Micael Dahlen and John Karsberg, Stockholm School of Economics
  • Changing conversations: Brand identity as discourse
    Gina Bleedorn, Executive Director, Adrenaline
  • Healthcare in a retail-oriented marketplace
    Ann Marie Gothard, Senior Director, Communication Strategy, EmblemHealth
  • Case study: Application of group psychology to the brand community programme: Guidelines for creating a strong brand community
    Dr Gulnara Z. Karimova, Assistant Professor of Communication Studies, KIMEP University (Almaty, Kazakhstan)
  • Case study: Customer-centred transformation at E.ON
    Brendan Leece, International Customer Experience Manager, E.ON Germany
  • The new trust imperative
    Terry D. Peigh, SVP and Managing Director, Interpublic Group of Companies (IPG), and Adam Bowen, Group Strategic Planning Director, FCB
  • Digital is not different anymore: A review of findings and tactics to optimise execution and encourage consumer adaptation of in-store digital devices and signage
    Mark Pingol, Managing Director, and Kate Jacobs, Senior Research Executive, Envirosell UK
  • Sport teams’ brands going international: The ‘Integrated Marketing Strategy on the Internationalisation in Sport’ (IMSIS)
    Professor André Richelieu, ESG UQAM, Montreal
  • Ueber-Branding - How modern prestige brands create meaning through mission and myth
    JP Kuehlwein, Executive Vice President, Frederic Fekkai
  • How social should integrate across the business
    Andrew Caravella, VP of Marketing, Sprout Social
  • Cross-border pricing: Challenges, products, categories, and competitive environments
    Reid Wegner, Merchant Development Manager, Rakuten
  • Addressing today’s top brand challenges with sonic identity
    Kevin Perlmutter, SVP, Chief Strategist, and Nora Bradshaw, Sr. Strategist, Man Made Music
  • Rethinking brand innovation, from the inside out
    Jeremy Tucker, Director, Brand Development InnovationProtocol.com

Journal of Brand Strategy Volume 5 also published a ground-breaking Special Issue on Retail Branding, guest edited by Gwen Morrison, Co-CEO, The Americas and Australasia - The Store - WPP

  • The Future of Experience
    Lucie Greene, Worldwide Director of the Innovation Group, JWT Intelligence
  • Move Over Millennials: Generation Z is Changing the Consumer Landscape
    Jamie Gutfreund, Global CMO, Wunderman
  • The Joy of Not Being Sold Anything: Shopping through the Eyes of the Millennial Shopper
    Zac Kraemer, Global Brand & Business Development Director,  Labstore
  • Social Media 2.0: How to Make It Payoff Now!
    Caitlin Francke, Catalyst, Part of GroupM Connect
  • Bright Lights, Big City, Small Boxes: Designing for the New York Norms    
    Carly Tysh, Associate Design Director, FITCH
  • Switching Off TV, Turning On Touchpoints: New Ways to Communicate in a New World
    Jon Bird, Labstore
  • Programming the Purchase Funnel
    Oliver Gertz & Deirdre McGlashan, MediaCom
  • A Very British Black Friday
    Alasdair Lennox, Executive Creative Director, EMEA, & Aaron Shields, EMEA Strategy Director, FITCH
  • Case Study: How the Merging of Offline and Online Data & An Omnichannel Data-Driven Approach Substantially Increased Ford Denmark’s Marketing Performance
    Mikkel Larsen, Global Client Director, Mindshare Denmark
  • Half the World Without Internet: How Brands Can Boost Access to Data on Mobile Phones
    Marcelo Castelo, ‎Founding Partner / CEO, MUV
  • Retailing in Fast Growth Markets
    Dave Marcotte, SVP Retail Insights Kantar Retail & Gwen Morrison, CEO, The Store – WPP
  • Retail, Reach, Resonance and Returns – Kantar’s Guide to Finding Success in a Slow-Growing, Extraordinary World
    Bryan Gildenberg, Chief Knowledge Officer, Kantar Retail
  • Aprons and Algorithms: Meeting the Service Experience Expectations of “Generation Picky”
    Tim Greenhalgh, Chairman and Chief Creative Officer, FITCH
  • Old Rules for a Brave New World
    Jon Steel, Group Planning Director – WPP AUNZ

And just a few of the many articles published in Volume Four of Journal of Brand Strategy – still available and also consisting of four 100-page issues – includes:

  • Uncovering the elements behind a transformational consumer experience
    Nair Mohan, Senior Vice President, Cambia Health Solutions
  • An SEO’s perspective on how to manage international teams
    Moriah Scoble, Head of SEO, Ring Central
  • Four ways digital works to build brands and relationships
    David Aaker, Vice-Chairman, Prophet and Professor Emeritus, UC Berkeley
  • Using content to connect to and build relationships with your customers
    Michelle Killebrew, Program Director, Digital Marketing Transformation, IBM
  • Growing and cultivating profitable relationships with Gen Y financial consumers
    Kristen Mashburn, VP of Marketing and Chris Anderson, Marketing Manager, Listerhill Credit Union
  • Survival of the fittest: Using social media to thrive in the 21st century
    Meg Bear, Group Vice President, Social Cloud, Oracle
  • Linking brand to business financials: How brand valuation has helped DuPont unlock the value of its portfolio
    Joanna Seddon, President, Global Brand Consulting, OgilvyRED
  • Effective use of licensing in brand strategies
    Bill Cross, SVP, Broad Street Licensing Group
  • Sponsorship and the Elaboration Likelihood Model: BMW's 2014 Winter Olympic Brand Strategy
    John A. Fortunato, Professor, School of Business, Fordham University
  • Executing the brand: Emerging digital brand execution tools and the role of employees in developing on-brand materials
    Alexander Jasperse, Marketing and Communications Advisor, Canada School of Public Service, Government of Canada
  • An SEO’s perspective on how to manage international teams<
    Moriah Scoble, Head of SEO, Ring Central
  • Managing brands in a complex communication world
    Daryl Fielding, Interim Marketing Director, Bright Future Software & Former Director of Brand Marketing Vodafone
  • Developing successful marketing campaigns to connect with an over-50s audience
    Helena King, Head of Affinity, Age UK
  • Using non-traditional tactics to achieve unprecedented success for a major pharmaceutical brand
    Cathy Clift, Executive Planning Director, JWT New York
  • Corporate giving at the Shakespeare Theatre Company, Washington, DC: ‘I can no other answer make but thanks, and thanks; and ever thanks’
    Noreen Major, Director, Corporate Giving, Shakespeare Theatre Company
  • Social Media Rewired
    Dr Jacques Bughin, Director, McKinsey & Company