Volume 4 (2015-16)

Each volume of Journal of Brand Strategy consists of four quarterly 100-page issues. The articles published in Volume 4 were:

Volume 4 Number 4

  • Editorial
    Daryn Moody, Publishing Editor, Journal of Brand Strategy
  • Comment: An SEO’s perspective on how to manage international teams
    Moriah Scoble, Head of SEO, RingCentral
  • The information economy is dead: What CMOs should do now
    Zain Raj, CEO, Shapiro+Raj
  • Non-verbal communication: The biggest brand-building asset in modern marketing
    Daryl Fielding, former Director of Brand Marketing and Communication, Vodafone UK
  • Activating and driving brand advocacy: Why every brand needs to be talked about
    Steve Thomson, Managing Director, Keller Fay UK
  • Uncovering the elements behind a transformational consumer experience
    Mohan Nair, Senior Vice President and Chief Innovation Officer, Cambia Health Solution Inc
  • The future’s bright, the future’s branded: How branding is the future of the marketing research industry
    Lucy Davison, Managing Director, Keen as Mustard Marketing and Paul Buckley, Oral Care Insights Director, GSK
  • The effective use of licensing in brand strategy
    Bill Cross, Senior Vice President for Business Development at Broad Street Licensing Group
  • Case study: NAMI-NYC Metro
    Howard Lenn, Group Creative Director and Melissa Parsey, Former Group Planning Director, J. Walter Thompson New York
  • Exploring a marketing concept: Does marketing encourage the filling of the ‘empty self’, ie, is marketing purchase therapy?
    Don E. Schultz, Professor (Emeritus-in-Service) Integrated Marketing Communications, The Medill School, Northwestern University, Evanston, IL et al
  • Focus on Better Together: How co-branding can create strong synergies within a global company
    Sylvain Charlebois, Professor, the College of Business and Economics at the University of Guelph, Canada et al
  • Book review: Improving the Performance of Sponsorship
    Helen Day, Helen Day Consulting


Volume 4 Number 3: Special Issue on Consumer Branding

  • People powered brands: How companies can inspire consumer action
    Gwen Morrison, co-CEO, The Store, WPP’s Global retail Practice and Anneliza Humlen, President/Founder, SocialVoice
  • Overcoming the barriers of the assisted living market: Developing successful marketing campaigns to connect with an over-50s audience
    Helena King, Head of Affinity, Age UK
  • Why we don’t think the way we think we think: The theory and application of behavioural economics 
    Anthony Tasgal, Trainer and Freelance Planner, POV Marketing and Research Consultancy
  • Noble motives and net results: Micro-insurance in the supply chain — building revenue and customer loyalty while improving community resilience in fast-growing markets
    Brandon Mathews, Managing Director, Stonestep
  • Developing a glocalisation strategy: experiences from Henkel’s product launches in the Middle East and Europe
    Svend Hollensen, Associate Professor of International Marketing, University of Southern Denmark and Christian Schimmelpfennig, Director, Executive Education, University of Liechtenstein
  • 21c Museum Hotels: A company breaking branding and product conventions
    Martha Reeves, Managing Director, Markets and Management Studies Program, Duke University
  • Cause-related marketing campaigns: Do consumer perceptions and brand motivations matter?
    Beth Myers, Assistant Professor, Georgia Southern University
  • Consumer and vendor perceptions of sport goods counterfeits in four counterfeit hubs
    Barbara Stöttinger, Associate Professor, Institute for International Marketing Management, WU Vienna, et al
  • Brand credibility measurement: A new measure for brand equity/brand value: Part 2
    Bill Haig, Chairman and CEO, Haig Branding

Volume 4 Number 2

  • Survival of the fittest: Using social media to thrive in the 21st century
    Meg Bear, Group Vice President, Oracle Social Cloud
  • Maximising results with data-driven financial marketing strategies
    Tony Rizzo, General Manager and Creative Director, Marquis
  • Six key principles for identifying and ensuring success in marketing channels
    Heather Oldani, Executive Vice Presdient Corporate Affairs, Edelman
  • Social media rewired
    Jacques Bughin, Senior Partner and Director, McKinsey
  • Linking brand to business financials: How brand valuation has helped DuPont unlock the value of its portfolio
    Joanna Seddon, President, Global Brand Consulting, OgilvyRED
  • Sustainable sourcing to innovate a private brand
    Janice Neitzel, CEO and Principal, Sustainable Solutions Group
  • Reading between the lines: Uncovering customer insights to deliver exceptional experiences
    Gaynor Strachan Chun, CEO, Dr. M.A. Greenstein, Founder, Sarah E. Kornfeld, Executive Producer, Cultural Curator, SM+ART
  • Building a global brand with corporate e-learning: Challenges, solutions and best practices for international businesses
    Kristen Giovanis, CEO, KJ International Resources
  • Brand credibility measurement: A new measure for brand equity/brand value: Part 1
    Bill Haig, PhD, Owner, Haig Branding
  • Book review: Branded Entertainment: Dealmaking Strategies & Techniques for Industry Professionals by Damaris Valero
    Stacy Jones, CEO, Hollywood Branded Inc
  • Book review: B®and Psychology: Consumer Perceptions, Corporate Reputations by Jonathan Gabay
    Mario Nacinovich, Managing Partner and Jennifer Barrett, Director, Axon Communications
  • Book review: Creating Value, the Theory and Practice of Marketing Semiotics Research by Laura R. Oswald
    Randall Rozin, Global Director, Dow Corning

Volume 4 Number 1

  • How to run a global marketing campaign that meets local needs without damaging the brand
    Kevin Freedman, Chairman and Founder, Freedman International
  • Four ways digital works to build brands and relationships
    David Aaker, Vice-Chairman, Prophet and Professor Emeritus, UC Berkeley
  • Marketing to millennials: Re-imagining the consumer as a partner, not a target audience, to increase engagement
    Jeff Fromm, President, Cherryh Butler, Trends/Content Specialist and Chris Dickey, Chief Data Strategy Officer, FutureCast
  • Executing the brand: Emerging digital brand execution tools and the role of employees in developing on-brand materials
    Alexander Jasperse, Marketing and Communications Advisor, Learning Programs Branch, Ontario Region, Canada School of Public Service, Government of Canada
  • Sponsorship and the Elaboration Likelihood Model: BMW's 2014 Winter Olympic Brand Strategy
    John A. Fortunato, Professor, School of Business, Fordham University
  • 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
  • Strengthening brand positioning through price transparency in higher education
    Alan P. Duesterhaus, Instructor, George Dean Johnson, Jr. College of Business and Economics, University of South Carolina Upstate
  • Media brands in social network sites: Problems German media companies have faced and lessons they have learned
    Ulrike Rohn, Researcher, Institute of Social Studies, University of Tartu and Sabine Baumann, Professor of Media Management and Economics, Institute for Media Management and Journalism, Jade University