jbs Journals

Journal of Brand Strategy Sample Articles

No Assigned Volume

Sample Article
Brand journalism: How to engage successfully with consumers in an age of inclusive individuality
Larry Light, Chief Executive Officer, Arcature
Sample Article
Changing conversations: Brand identity as discourse
Gina Bleedorn, Executive Director of Brand, Adrenaline
Sample Article
Femvertising: State of the art
Chung-Kue (Jennifer) Hsu, Instructor of Marketing in the Pamplin College of Business at Virginia Tech
Sample Article
From inside to out: Reinventing a brand globally and locally
Louise Felton, Senior Director, Global Brand Campaigns & Programs, Intel
Sample Article
Innovative disruption: Utilising brand to manage and drive change
James R. Gregory, Chairman and Hampton Bridwell, CEO, Tenet Partners
Sample Article
Marketing, the change catalyst for digital business transformation: Lessons learned from the modernisation of a B2B marketing organisation
Mahmoud Dasser, VP, CMO, TM ONE
Sample Article
Move over, Millennials: Generation Z is changing the consumer landscape
Jamie Gutfreund, Global CMO, Wunderman
Sample Article
Multi-brand retailer community model: How multi-brand retailers can create and manage strong brand communities
Kate Nightingale, Head Consumer Psychologist & Founder, Style Psychology
Sample Article
The agile content marketing roadmap: Integrating strategy and execution
Bert Van Loon, Co-founder, Content Marketing Fast Forward
Sample Article
Uncovering the foundational habits of a customer experience brand
Mohan Nair, Senior Vice President and Chief Innovation Officer, Cambia Health Solutions
Sample Article
Why be liked when you can be loved?
Jamal Benmiloud, founder of EARN Studios
Sample Article
Winning against a dominant brand
David Aaker, Vice Chair of Prophet and Professor Emeritus, Berkeley-Haas School of Business