Forthcoming content

A selection of articles about to be published and scheduled for Volume 9 of Journal of Brand Strategy – consisting of four quarterly 100-page issues – includes:

  • Winning against a dominant brand
    David Aaker, Vice-Chairman, Prophet
  • The abandonment of brand purpose: How organisations lose track of their identity and how they can reclaim it
    Christopher K. Bailey, President & CEO, Bailey Brand Consulting and Susan S. Selle, Chief Marketing Officer, Cornerstone Building Brands
  • Pandora's Box? The promise and peril of branded content partnerships
    Winfried Daun, Group Head of Advertising, Brand Strategy and Media and Sven Schäfer, Head of Advertising and Content Marketing, UBS
  • Financial engineering can destroy brands but there is a way forward
    Larry Light, Chief Executive Officer, Arcature
  • Improving campaign performance using purpose marketing: Case study of Run For The Oceans
    Christoph Kullnig, VP of Marketing, Anja Obermüller, Head of Product Marketing and Katherine Aichhorn, Copywriter/Language Specialist, Runtastic
  • Trust-based marketing leadership: What senior leaders should be focusing on during brand plan reviews
    David Davidovic, Founder, pathForward Strategic Consulting
  • Brand naming and architecture: Changing corporate names and architectures in the context of M&A
    Joanna Seddon, President, Global Brand Consulting, Ogilvy
  • Bridging the gap between brand experience and design
    Adrian Ho, CEO and Founding Partner, Zeus Jones
  • Competencies driven development: Focusing on key skills in a quickly converging consumer environment
    Tracie Haas, Vice President, Corporate Responsibility, Brand & Communications, AbbVie
  • Esports sponsorship: Practitioners’ perspectives on emerging trends
    David Finch, Associate Professor, Mount Royal University, Gashaw Abeza, Assistant Professor, Towson University and Norm O’Reilly, Professor and Director, Institute for Sport Business & Leadership, University of Guelph
  • Why brands looking to stand out should look to stand-ups
    Leigh Kessler, VP, Marketing, CharityEngine and Steven F. Robins, Managing Partner & Principal, The New England Consulting Group
  • The use of timing to increase personalisation, message impact and response rate
    Tony Rizzo, Chief Marketing Officer, Marquis Software Solutions
  • The multi-brand retailer community model: How multi-brand retailers can create and manage strong brand communities
    Kate Nightingale, Head Consumer Psychologist & Founder, Style Psychology
  • The evolution of naming rights agreements in the US
    Tim McGhee, Principal, MSP Sports & Entertainment
  • To market, to market: How creative treatments of in-store branded content impacts sales
    JoAnn Sciarrino, Isabella Cunningham Endowed Chair in Advertising and Director and John Prudente, Stan Richards School of Advertising and Public Relations, Moody College, University of Texas at Austin
  • A new visionary brand strategy: An imperative for a brand experience that centres product experience
    Ryan Chen, Director of Design and Innovation Strategy and Mathieu Turpault, Managing Partner, Strategy and Design, Bresslergroup
  • How ‘the new customer buyer journey’ is reshaping the way you strategically manage your brand
    Mike Lieberman, CEO and Chief Revenue Scientist, Square 2