Volume 8 (2019-20)

Each volume of Journal of Brand Strategy consists of four, quarterly 100-page issues, published in print and online. The articles published in Volume 8 are listed below. 

Volume 8 Number 4

  • Editorial
    Simon Beckett, Publisher
  • Case study: Surviving the ‘retail apocalypse’: How Urban Outfitters became the bad boy of retail and lived to tell about it
    Joseph Harasta Senior, Public Relations Faculty, Communication Studies Department, Kutztown University
  • Practice articles: Quantum Marketing: A new way to think marketing and create exponential growth
    Gael De Talhouet, Global VP of Brand Building, Essity
  • Beyond CSAT — building brands with integrated insights to drive results
    Teresa May, SVP and CMO, Todd Chretien, SVP of Customer Solutions, Asurion, Christine Brandt Jones, Partner, Global Insights and Analytics at Prophet and Dominique M. Hanssens, Distinguished Research Professor of Marketing, UCLA Anderson Graduate School of Management
  • Making intangibles tangible: An emerging business issue
    James R. Gregory, Senior Fellow, The Conference Board
  • Telling stories in seconds: A success framework for brands
    Stefano Marrone, Founder, Nucco Brain
  • Research papers: Managerial perspectives of fan socialisation strategies for marketing to new NHL fans
    Brandon Mastromartino, PhD candidate in sport management, James J. Zhang, Professor of Sport Management, University of Georgia and Daniel L. Wann, Distinguished Professor in the Department of Psychology, Murray State University
  • The impact of augmented reality experiential marketing on brand equity and buying intention
    Florian Haumer, Dean of the Media Faculty, Castulus Kolo, VP of Academic Affairs & Research and Sarah Reiners, Alumna of the Master Study Course in Brand Management, Macromedia University

Volume 8 Number 3

  • Editorial
    Simon Beckett, Publisher
  • Brand licensing: A powerful marketing tool for today’s shopping battlefield
    Michael Stone, Chairman and Co-Founder, Beanstalk and John D. Trebbien, Global Licensing Director, P&G
  • The age of experience: Harnessing the power of emerging technologies to take narratives in new directions
    John Bucher, Founder, Telling A Better Story
  • Experiential EQ. The power of experience: Human need, emotion and its effect on brand memory
    Chris Lierman, VP, Strategy and Planning, GMR Marketing
  • Looking to the future of commerce: Retail transformation as connected consumers embrace smart homes and smart stores
    Gwen Morrison, CEO, The Store Americas, WPP Group and David Marcotte, SVP, Retail Insights, Kantar
  • Are Millennials really redefining luxury? A cross-generational analysis of perceptions of luxury from six countries
    Jean-Noël Kapferer, HEC Paris Emeritus Professor, INSEEC School of Business and Economics and Anne Michaut, Associate Professor of Marketing and Director, LVMH Chair, HEC Paris
  • The brand language brief: A pillar of sound brand strategy
    Robert J. Morais, Adjunct Professor, Marketing Division, Columbia Business School and Dawn Lerman, Professor of Marketing, Executive Director, Center for Positive Marketing, Gabelli School of Business, Fordham University
  • Marketing communications in social network games: Promotional design considerations in the online era
    Ginger Killian, Associate Dean, MBA Director and Todd McClure, Assistant Professor of Marketing, University of Central Missouri

Volume 8 Number 2

  • Editorial
    Joanne Dolezal, Dolezal Consulting
  • Diversity is good business: Transforming business and marketing practices for growth
    Nydia Sahagun, SVP, Segment Marketing, Wells Fargo
  • Beyond the box: The intriguing challenges of branding service companies
    Ida Cheinman, Founding Principal and Creative Director and Susan Bishop, Brand Strategist, Substance151
  • Do not leave your brand to chance: Plan your crisis communications now
    Lisa Cruz, Founder, Red Shoes
  • Why prospects go into the ‘black hole’ and what to do about it
    Charlene DeCesare, CEO, Charlene Ignites
  • Brand storytelling: A three-dimensional perspective
    Gabriela Pereira, Founder, DIYMFA.com
  • Reframing the awareness funnel and lead nurturing strategies to increase B2B brand awareness and quality lead generation
    Jennifer Montague, Head of Growth, TwentyThree
  • The agile content marketing roadmap: Integrating strategy and execution
    Bert Van Loon, Co-founder, Content Marketing Fast Forward
  • The relationship between fan identification and collegiate athletic apparel brand preference
    Nathan Kirkpatrick, Clinical Instructor of Management and Marketing and Clifton Eason, Marketing Professor, Samford University

Volume 8 Number 1

  • Editorial
    Simon Beckett
  • Comment: Designing for packaged products in a CPG world
    David Dombrowski, Director, Industrial Design & Innovation, Pfizer Consumer Healthcare
  • Case studies: A Fortune 14 company’s journey to delivering a modern e-commerce customer experience
    Corey Case, VP of Customer Engagement, Cardinal Health
  • Marketing, the change catalyst for digital business transformation: Lessons learned from the modernisation of a B2B marketing organisation
    Mahmoud Dasser, VP, CMO, TM ONE.
  • Practice articles: Three principles to guide CMOs for success in a changing marketplace
    Mike Linton, CMO, Farmers Insurance Group
  • Understanding the impact of marketing transformation on sales and marketing alignment
    Sandeep Pal, Regional Vice President and Chief Marketing Officer, Citrix
  • How to leverage calls to action to simultaneously improve user experience and conversions
    Mariah Obiedzinski, Director of Content Services, Statmats, and Kelsey Guetschow, Executive Strategist, MedTouch
  • How an in-house creative team can develop videos that hit the mark (without breaking the budget)
    Gaye Hill, Content Strategy Manager, and Vanessa F. Harris, Director of Visual Communications, Meredith College
  • How ‘the new customer buyer’s journey’ is reshaping the way you strategically manage your brand
    Mike Lieberman, Co-founder, CEO, Chief Revenue Scientist, Square 2
  • Research paper: Non-causality crisis response and organisational reputation: The actions of CVS to the opioid epidemic
    John A. Fortunato, Professor and Area Chair, Communications and Media Management, Gabelli School of Business, Fordham University and Ralph A. Gigliotti, Director, Leadership Development and Research, Center for Organizational Leadership, Rutgers University