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. Further articles scheduled to be published in Volume 8 can be viewed on the 'Forthcoming content' page.

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, Vice President of Customer Engagement, Cardinal Health’s
  • 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 Group
  • Understanding the impact of marketing transformation on sales and marketing alignment
    Sandeep Pal, RVP, CMO, 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
  • 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, Gabelli School of Business, Area of Communication and Media Management, Fordham University and Ralph A. Gigliotti, Director, Leadership Development and Research, Center for Organizational Leadership, Rutgers University