Volume 5 (2016-17)

Each volume of Journal of Brand Strategy consists of four quarterly 100-page issues.

The articles published in Volume 5 are listed below.:

Volume 5 Number 4

  • Editorial
    Francesca Cornwall, Journal of Brand Strategy
  • Who makes brands?
    Michael Wolff, Designer and Creative Adviser
  • Building a brand newsroom: Your brand is live, even if you are not
    Brooks Thomas, Social Business Adviser, Southwest Airlines
  • Thought leadership disrupted
    Jeff Pundyk, Vice-President, Global Integrated Content, The Economist
  • Selling products by selling brand purpose
    Chung-Kue (Jennifer) Hsu, Pamplin College of Business, Virginia Tech
  • Ueber-Branding: How modern prestige brands create meaning through mission and myth — Part 1
    JP Kuehlwein, Chief Strategic Officer, Select World, and Wolf Schaefer, Partner, Ueber-Brands Consulting
  • Wellcome Collection’s curious journey
    Rachel Collins, Head of Marketing, Wellcome Collection
  • Rebranding a traditional housing company: The Flagship Group rebrand from initial research to implementation
    Lorna Blackmore, Director of Communication, Flagship Group
  • Brand deletion
    Purvi Shah, Worcester Polytechnic Institute, Debra A. Laverie, Jerry S. Rawls Professor of Marketing, Texas Tech University and Donna F. Davis, Professor and Chair of the Marketing Department, University of South Florida

Volume 5 Number 3

  • Special issue: Retail branding
    Guest edited by Gwen Morrison, CEO, The Store – WPP
  • The future of experience
    Lucie Greene, Worldwide Director of the Innovation Group, JWT Intelligence
  • Move over Millennials: Generation Z is changing the consumer landscape
    Jamie Gutfreund, Global CMO, Wunderman
  • The joy of not being sold anything: Shopping through the eyes of the Millennial shopper
    Zac Kraemer, Global Brand & Business Development Director, Labstore
  • Social Media 2.0: How to make it payoff now!
    Caitlin Francke, Catalyst, Part of GroupM Connect
  • Bright lights, big city, small boxes: Designing for the New York norms
    Carly Tysh, Associate Design Director, FITCH
  • Switching off TV, turning on touchpoints: New ways to communicate in a new world
    Jon Bird, Labstore
  • Programming the purchase funnel
    Oliver Gertz & Deirdre McGlashan, MediaCom
  • A very British Black Friday
    Alasdair Lennox, Executive Creative Director, EMEA, & Aaron Shields, EMEA Strategy Director, FITCH
  • Case study: How the merging of offline and online data and an omnichannel data-driven approach substantially increased Ford Denmark’s marketing performance
    Mikkel Larsen, Global Client Director, Mindshare Denmark
  • Half the world without Internet: How brands can boost access to data on mobile phones
    Marcelo Castelo, ‎Founding Partner/CEO, MUV
  • Retailing in fast growth markets
    Dave Marcotte, SVP Retail Insights Kantar Retail & Gwen Morrison, CEO, The Store – WPP
  • Retail, reach, resonance and returns – Kantar’s guide to finding success in a slow-growing, extraordinary world
    Bryan Gildenberg, Chief Knowledge Officer, Kantar Retail
  • Aprons and algorithms: Meeting the service experience expectations of ‘Generation Picky’
    Tim Greenhalgh, Chairman and Chief Creative Officer, FITCH
  • Old rules for a brave new world
    Jon Steel, Group Planning Director, WPP AUNZ

Volume 5 Number 2

  • Editorial
    Robert Tamplin, Journal of Brand Strategy
  • Building a brand
    Jan Ward, Founder, Corrotherm International
  • Disruption and coherence: Creating the ‘buzz’ that builds a brand
    Winfried Daun, Group Head of Advertising, Brand Strategy and Media, UBS
  • Innovative disruption: Utilising brand to manage and drive change
    James R. Gregory, Chairman and Hampton Bridwell, CEO, Tenet Partners
  • Digital is not different anymore: A review of findings and tactics to optimise execution and encourage consumer adaptation of in-store digital devices and signage
    Mark Pingol, Managing Director and Kate Jacobs, Senior Research Executive, Envirosell UK
  • Addressing today’s top brand challenges with sonic identity
    Kevin Perlmutter, Senior Vice President, Chief Strategist and Nora Bradshaw, Former Senior Strategist, Experience and Innovation, Man Made Music
  • Rethinking brand innovation from the inside out
    Jeremy A. Tucker, Director of Brand Development, Innovation Protocol
  • Personalisation, data and trust: The role of brand in a data-driven, personalised, experience economy
    Timothy Morey, Vice President of Innovation Strategy and Kristin Krajecki, Brand Lead, frog
  • Application of group psychology to the brand community programme: Guidelines for creating a strong brand community
    Gulnara Z. Karimova, Assistant Professor of Communication Studies, American University of Ras Al Khaimah
  • The information economy is dead: What CMOs should do now
    Zain Raj, CEO, Shapiro+Raj
  • The Big Data Bang: When collision of content marketing, mobile commerce and social share resulted in an omnichannel digital experience
    David Lee, Adjunct Trainer, Singapore Institute of Retail Studies for eBusiness
  • Sport teams’ brands going international: The integrated marketing strategy on internationalisation in sport
    André Richelieu, Professor

Volume 5 Number 1

  • Editorial
    Daryn Moody
  • Changing conversations: Brand identity as discourse
    Gina Bleedorn, Executive Director, Brand, Adrenaline
  • Time to forget everything we learned in the past about branding? The future is the future of branding
    Micael Dahlen, Professor and John Karsberg, Lecturer in Consumer Marketing, Stockholm School of Economics
  • The new trust imperative
    Terry D. Peigh, Senior Vice President and Managing Director, Interpublic Group of Companies and Adam Bowen, Group Strategic Planning Director, FCB
  • Global customer care strategies that build your brand by putting people first
    Andrew Caravella, Vice President of Marketing, Sprout Social
  • Celebrity endorsements and congratulatory messages: Jordan v. Jewel Food Stores: A case of right to publicity versus commercial speech
    Kerri Cebula, Assistant Professor of Sport Management and Mark Dodds, Professor of Sport Marketing and Sport Law, State University of New York College (SUNY)
  • What are the benefits of creating an omnichannel brand experience?
    Jon Blakeney, Group Managing Director, IAM
  • Case study: Customer-centred transformation at E.ON
    Brendan Leece, International Customer Experience Manager, E.ON
  • Healthcare in a retail-oriented marketplace
    Ann Marie Gothard, Senior Director of Communication Strategy, EmblemHealth
  • A new age in clothing brand and retailer collaborations: Trends and recommendations for a successful partnership
    Michelle L. Childs, Assistant Professor of Retail and Consumer Sciences in the Department of Retail, Hospitality, and Tourism Management, University of Tennessee and Byoungho Jin, Professor, Department of Consumer, Apparel, and Retail Studies, University of North Carolina
  • A sensory approach to brand confusion
    Jean-Charles Chebat, Professor Emeritus, HEC Montreal et al.

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