Volume 5 (2016-17)

Each volume of Journal of Brand Strategy consists of four quarterly 100-page issues. The articles published in Volume 5 to date are:

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 & 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 the 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.