Forthcoming content

A selection of articles about to be published and scheduled for Volume 10 of Journal of Brand Strategy – consisting of four quarterly 100-page issues – includes:

  • The impact of COVID-19 on pharmaceutical branding
    David Davidovic, CEO, pathForward, and former Global Head of Commercial Services, Roche and Genentech
  • How brands can avoid mediocre social media why the most successful marketing strategies are rooted in editorial storytelling
    Kirstin Benson, Vice President, Global Entertainment, Getty Images
  • Brand storytelling in the age of AI
    Manos Spanos, SVP Brand Marketing, Yogurt BU, Danone North America
  • Concrete ways to live up to your brand purpose
    JC Lapierre, US Chief Communications Officer, ‎PwC
  • Brand suitability and the case against keyword blocklisting
    Mike Hemmings, Director of Customer Insights, Oracle
  • We won't stop until the world dreams in cheese: Redefining the Wisconsin Cheese brand
    Suzanne Fanning, Chief Marketing Officer and Senior Vice President, Dairy Farmers of Wisconsin/Wisconsin Cheese
  • How to create a brand strategy for TikTok
    Anton Perreau, Senior Vice President, Battenhall
  • Using crisis and emergency risk communication theory to inform online communication during the COVID-19 pandemic
    Cathy Whitlock, Senior Director of Online Communications, Parkinson’s Foundation and Amanda Hicken, National Director, Brand Strategy and Integrated Marketing, Pediatric Brain Tumor Foundation
  • Brands on the picket line: How close should companies get to their consumers’ crusades?
    Jules Hall, Founder and CEO and Tim Mottau, Strategy Director, The Hallway
  • Rebranding a corporate spin-off: Can a new brand name inherit global brand reputation?
    Rian Beise-Zee, Professor for Marketing and Branding, Ritsumeikan Asia Pacific University and Beat Wäfler, Asian Institute of Technology
  • Giving flight to an authentic purpose: How Aflac transformed its mascot into an icon for childhood cancer patients
    Carol Cone, Founder and CEO, ON PURPOSE
  • The deep brand: Designs for a new chapter in marketing?
    Angus Jenkinson, CEO, Thinking, (Gen) Secretary, Cybernetics Society
  • Esports case study: How Fortress Melbourne survived the pandemic
    Jon Satterley, CEO & Co-Founder, Fortress Australia
  • Real-time surgery for broken brands
    Mark Jones, Chief Storyteller and Chief Executive, Filtered Media
  • Case study: How Spartan Race has successfully pivoted from live events and taken its brand activation to the digital realm
    Donny Jensen, SVP, Global Head of Marketing, Spartan Race
  • Positioning a brand as an internet meme: the case study of ‘supreme’
    Jay I. Sinha, Associate Professor, MSCM Department, Fox School of Business, Temple University
  • Do brands actually benefit from social purpose?
    Leo Hadden, Head of Strategy, Partner, BrandOpus
  • Suspense and a sports league’s brand revitalisation: Initiatives of the PGA Tour
    John A. Fortunato, Professor, School of Business, Area of Communication & Media Management, Fordham University
  • Establishing influencer brand safety: Mitigating risk in a pandemic
    Lina Renzina, Director of Talent Partnerships, Ad Council
  • Brands, sustainability and citizenship: Navigating a world demanding change
    Tim Riches, Partner, Principals
  • Royal Enfield: Preserving and leveraging legacy appeal while revamping brand imagery
    Prashant Chaudhary, Assistant Professor, School of Retail Management, Symbiosis Skills and Professional University
  • The winning formula: How to monetise emotion via paid, owned and earned
    Matt Allison, Founder and Managing Director, Ubiquity Lab and Holly Jones, Senior Manager of Editorial Content Strategy, AustralianSuper
  • Tales from Cinderalla Castle: Examining fandom and rivalry within Disney
    Cody Havard, Professor, The University of Memphis, Daniel Wann, Murray State University, Frederick Grieve, Western Kentucky University and Brian Collins, University of Central Florida-The Brainstorm Institute
  • A consumer-centric framework to develop insights for effective integrated marketing communications campaigns 
    JoAnn Sciarrino, Isabella Cunningham Endowed Chair in Advertising and Director, Stan Richards School of Advertising and Public Relations and John Prudente, Senior Research Associate, The University of Texas at Austin
  • Sonic branding: the value of intentional audio in the new normal
    Audrey Arbeeny, Founder/Executive Producer, Audiobrain
  • Towards a better application of brand values
    Francisco J. Conejo, Marketing Instructor and Researcher, University of Colorado – Denver