Forthcoming content

A selection of articles scheduled for Volume 15 of Journal of Brand Strategy – consisting of four quarterly 100-page issues – includes:

  • How legacy brands stay culturally relevant
    Nandini Sankara, VP Marketing and Brand Strategy, Spokesperson, Suburban Propane
  • Breaking down data silos: A behaviour-change approach for brand leaders
    Andy Isaacs, Director of Data & Analytics, UKTV Media
  • Brand as an operating system: The Octopus Energy Group case study
    Pete Miller, Co-founder and Global Creative Director, and Rebecca Dibb-Simkin, Chief Product & Marketing Officer, Octopus Energy Group
  • Breaking data silos: A blueprint for confronting challenges and effective data integration
    Nabeel Shariff, Global Head of Digital Analytics, ABB
  • The Philadelphia Eagles Autism Foundation: Achieving corporate social responsibility authenticity
    John A. Fortunato, Professor, School of Business, Area of Communication & Media Management, Fordham University
  • From linear funnels to unified growth engines: Building full-funnel marketing strategy that aligns brands and consumers and drives revenue
    Nataly Byelous, Group Marketing Director, RETN
  • Unconventional and on-brand: A strategic framework for planning authentic alternative winery experiences
    Marthinus J.C. van Loggerenberg, Director of the Advertising Program and an Associate Professor of Communication Studies (Advertising), University of San Francisco, and Carla Enslin, Dean of the Postgrad and Research Centre, Emeris, The Independent Institute of Education
  • Beyond purpose: How brands that care create a sustainable competitive advantage
    Oliver Duffy-Lee, CEO, Manolo Fournier, Head of Strategy, 21six
  • The repositioning of the Hugo Boss brand during the period 2021-2025
    Marc Paternot, Professor of Marketing and Strategic Management (Ph.D., MBA), Founder and Program Director M.Sc. Luxury Management, Hochschule Fresenius/AMD
  • How to harness the convergence of real-time data with AI to drive always-on, always relevant agile storytelling and brand experiences
    Rafa Flores, Chief Product Officer, Treasure Data
  • Challenging dominant paradigms: The contribution of brand sociology to purpose-driven brand management
    Oliver Errichiello, Managing Director, Büro für Markenentwicklung, and Holger J. Schmidt, Professor of Marketing, International University of Monaco
  • The emotional economy of brands: Mapping the emotional needs of go-to brand users
    J. David Pincus, Chief Innovation Officer, AgileBrain, and David Mayer, Senior Partner, Director of Marketing and Customer Strategy, Lippincott
  • The influence of emotional tone on user engagement with media brands on X
    Herbert Jair Bermudez-Sosa, Sandra Rojas-Berrio, and Jorge E. Camargo, Universidad Nacional de Colombia
  • Enhancing focus group research through blockchain technology
    Brian Whelan, Assistant Professor of Marketing, College of Business, Western Carolina University
  • Off the shelf, still on their minds? Comprehending consumer responses to brand deletion
    Purvi Shah, Associate Professor of Marketing, The Business School, Worcester Polytechnic Institute, Eleanor T. Loiacono, Raymond A. Mason School of Business, The College of William and Mary, and E. Vance Wilson, The Business School, Worcester Polytechnic Institute
  • Growth and decline patterns for market-leading brands
    Mikhaila Pritchard, Marketing Scientist, Ehrenberg-Bass Institute of Marketing Science, Adelaide University et al
  • Consumer culture positioning: A comparative case study of two wine brands
    Samit Chakravorti, Professor of Marketing, School of Management and Marketing, Western Illinois University