Volume 2 (2013-14)

Each volume of Journal of Brand Strategy consists of four quarterly 100-page issues. The articles published in Volume 2 were:

Volume 2 Number 4

Case study: Lincoln Financial Group’s innovative 'inside-out' brand campaign launch
Lisa Buckingham, EVP, Chief Human Resources Officer, Brand & Enterprise Communications and Jamie DePeau, SVP & Chief Marketing Officer, Lincoln Financial Group
The KidZania story: Great data, rich experience and customer loyalty
Sarah Marsh, VP of Customer Loyalty and Minister of Citizenship, KidZania
Brand success in an era of Digital Darwinism
Jacques Bughin, Senior Partner and Director, McKinsey & Company
From brand positioning to ad positioning: Using ‘mental referencing’ to capture meaningful mind-space for your communications
Imran Aziz, former Head of Brands, Airtel Bangladesh
Beyond jingles and needle drops: Wwhat every brand needs to know about audio branding’s power to persuade
Colleen Fahey, US Managing Director, Sixieme Son
Celebrity endorsements: How you go about finding the right endorser for your brand
Christian Schimmelpfennig, Program Manager, OMNIUM Global Executive MBA, University of St. Gallen and Svend Hollensen, Associate Professor, University of Southern Denmark
Third and Long: Building a sport club brand following a franchise failure
Elise Desjardins, Coordinator, Sport Services, Canadian Olympic Committee, Eric MacIntosh, Associate Professor, Sport Management, Benoit Seguin, Associate Professor, Sport Management, University of Ottawa and Norm O’Reilly, Professor & Chair, Department of Sports Administration, Ohio University
Why cities tend to fail in implementing re-branding strategies
Ram Herstein, Head of MBA Program, Ron Berger, Head of Marketing Program, Eugene D. Jaffe, Head of MBA Program, Jerusalem Academic Center - The Lander Institute
The strategic management of the brand in the world of sport
André Richelieu, Professor, Sports Marketing & Strategic Brand Management, FSA Laval
Book review: Designing Brand Identity: An Essential Guide for the Whole Branding Team
Colin Westcott-Pitt, VP, Marketing, Heineken USA

Volume 2 Number 3

How organizations can manage global brands in an increasingly local world
Larry Light, Chief Brands Officer, InterContinental Hotels Group
Rallying the troops: Crisis communication and reputation management in financial services
Paul Riddell, Head of Strategic Communications, AXA Wealth
How Shire Pharmaceuticals nurtured its unique culture from a simple brand idea
Jessica Mann, SVP, Communications & Public Affairs, Shire Pharmaceuticals
Sponsorship activation and CSR: How MasterCard and Major League Baseball partner to ‘Stand Up To Cancer’
John Fortunato, Professor, Fordham University
Aligning a company’s people strategy with its business strategy and brand strategy
Jennifer Holland, President and CEO and Jackie Weathers, Partner, Holland People+Brands
Killing brands…softly
Don E. Schultz, Professor of Integrated Marketing Communication and Martin Block, Professor of Integrated Marketing Communications, Northwestern University
A new model for brand leadership and loyalty
Anne Bahr Thompson, Founder, Onesixtyfourth
Interview: Rupert Sheldrake and the brand field
Angus Jenkinson, CEO, Stepping Stones Consultancy

Volume 2 Number 2

Brand engagement and connecting your brand with today’s customers
Anna Papadopoulos, VP, Integrated Media Services and Niharika Shah, VP, Strategy & Planning, Prudential Advertising
Find the shared interest: A route to community activation and brand building
David Aaker, Vice-Chairman, Prophet
The art of the possible: How data and technology can help a marketer stay true to their brand
Hannah McMullen, Head of Marketing, Sky IQ
Managing a crisis in the era of social communication: How Greater Manchester Police is developing community engagement and communication
Amanda Coleman, Head of Corporate Communications, Greater Manchester Police
The 12-point customer engagement model: New thinking on gathering, monitoring and acting on customer feedback to optimise customer operations
Ravi Bhalla, VP, Strategic Transformation, Barclays
An evolved definition of the term ‘brand’: Why branding has a branding problem
Casey Jones, Co-founder and Daniel Bonevac, Co-founder, BriefLogic
Retailing with purpose: How the pursuit of social responsibility can inspire and sustain retail growth and innovation
Gwen Morrison, co-CEO, The Store, WPP’s Global Retail Practice and Anneliza Humlen, President and Founder, SocialVoice
Decoding the modern sports fan
Mike Reisman, Principal and Founding Partner, Team Epic and Jeff Eccleston, VP, Group Director, Sponsorship Research International
A country as a brand: Israel’s evolving branding strategy
Ram Herstein, Head of MBA Program & Associate Professor of Marketing and Ron Berger, Head of Marketing, Jerusalem Academic Center, Lander Institute

Volume 2 Number 1

Building stronger brands with sensory driven product design
Mathieu Turpault, Director of Design, Rob Tannen, Director of Research and Interface Design, Bresslergroup and Bob Welsh, VP, Industrial Design and Brand Marketing, DEWALT Powertools
The heart makes the mouse: Disney’s approach to brand loyalty
Jeff James, VP and General Manager, Disney Institute
Making brands successful: Optimizing marketing ROI
Jesko Perrey, Dennis Spillecke and Andris Umblijs, McKinsey & Company
Windows Live: The long, unhappy life of a misunderstood brand
Joe Tradii, Director of Product Marketing and Management, Intuicom
The role of sustainability in building market capitalization
James R. Gregory, Founder and CEO, CoreBrand
How to use content to grip your audience like a broadcaster
Kath Hipwell, Planning Director and Michael Reeves, Business Development Director, Red Bee Media
The value of brand trust
Mark E. Mckinney, Chief Strategy Officer and Amber Benson, VP, Innovation & Development, MEplusYOU
Youth: It’s not your audience … it’s theirs
David Tucker, VP and Deputy Director, McCann Truth Central
The fit between events and sponsor brands: Integrating the role of emotions
Rajdeep Chakraborti and Subhadip Roy, IBS, Hyderabad