Volume 7 (2018-19)

Each volume of Journal of Brand Strategy consists of FOUR quarterly 100-page issues, published in print and online. The articles confirmed for publication in Volume 7 to date are:

Volume 7 Number 4

Editorial
Simon Beckett
Case study: Outside the box: How Microsoft’s packaging design team is shaping a culture that delivers better consumer experiences
Kevin Marshall, Creative Director of Global Packaging and Content, Microsoft
Winning in the sharing economy: Six keys to Airbnb’s success
David Aaker, Vice Chair, Prophet; Professor Emeritus, Berkeley-Haas School of Business
Femvertising: Advertising taking social responsibility to sell brands
Nikki Mamuric, Founder, CEO, Sprout Innovation Co.
Achieving position 0: Optimising your content to rank in Google’s answer box
Courtney Cox Wakefield, Digital Marketer, Speaker
Advertising for good: What is it good for?
Toygun Yilmazer, Chief Strategy Officer, TBWA
A flight to quality? Why content marketing strategy must evolve
Joanne Dolezal, Lead Consultant, Dolezal Consulting
Move fast, save money, increase engagement: Why live video should be in every marketer’s toolkit
Ashley Faus, Senior Manager of Integrated Media, Atlassian
Safeguarding brands in online review forums: The role of managerial response
Stacey Sharpe, Assistant Professor of Marketing, California State University
Visualising corporate brands: Towards a framework of brandmark expression
Jamie Marsden, Lecturer in Brand Communications, University of Leeds
Book review: The Paradox Planet. Creating Brand Experiences for the Age of I
Reviewed by José Fernández-Cavia, Associate Professor, Universitat Pompeu Fabra

Volume 7 Number 3

Editorial
Simon Beckett
Case study: Unifying vision, brands and culture in complex company mergers: nThrive
Matt Bowen, President, North America, Brandigo
How to write a B2B social media strategy that will impress your CEO
David Biggins, Marketing Strategist, Luminous PR
Purpose is at the core of branding
Bård Annweiler, Co-founder, Owner, Mission
Voice-activated change: Marketing in the age of artificial intelligence and virtual assistants
Valerie K. Jones, Assistant Professor of Advertising and Public Relations, University of Nebraska-Lincoln College of Journalism and Mass Communications
A question of unity: Institutions should weigh the risks and opportunities of unifying their athletic and academic brands
Bill Faust, Senior Partner, Chief Strategy Officer and Mike Rehfus, Associate Copy Director, Ologie
The ‘borrowed interest’ appeal: Brands riding the wave of popular events and memes in the digital age
Chung-Kue (Jennifer) Hsu, Instructor of Marketing, Pamplin College of Business, Virginia Tech
Higher education: A luxury good brand model
Alan P. Duesterhaus, Assistant Professor of Management and Marketing, Millikin University
Rethinking hero archetypal branding: Investigating the effects of authenticity and flawed archetypes on brand attachment and self-congruence
Joann Sciarrino, Professor, Director, Stan Richards School of Advertising & Public Relations and Paige Roberts, Masters of Management Studies Student, Duke Fuqua School of Business

Volume 7 Number 2

Editorial
Daryn Moody, Publishing Editor, Journal of Brand Strategy
How Wimbledon embraced social media
Alexandra Willis, Head of Digital, Comms & Content, Wimbledon
How social media influencers enabled a B2B company to drive awareness and engagement with their target consumers
Jared Melzer, Director, Strategic Sponsorships & Social Media, and Brynn Zech, Social Media Lead, TE Connectivity
Branding an academic superbrand
Alon Weinpress, Director of Marketing, Marketing and Strategic Planning Division, TAU, Atara Bieler, Strategic Planning Manager, Rava Eleasari Gelbetz, Head of Strategic Communications, Development and Public Affairs Division, TAU, and Ehud Or, Vice Director-General of Marketing and Strategic Planning, TAU
Aligning rights-holders’ marketing assets with brand marketers’ needs
Mark Giovino, CEO/Founding Partner, Allionce Group
The art of ‘Philanthroship’: Blending non-profit and corporate goals for outside-the-box partnerships benefitting brand and community
Curt Mosel, COO, ArtsQuest
Crisis communications management on digital platforms
John Deveney, Founder, President, DEVENEY
Accretive intangible assets: Bridging the GAAP with CPAs
James R. Gregory, Chairman, Tenet Partners
The development and measurement of a brand authenticity scale
Sean P. Coary, Assistant Professor of Food Marketing, Saint Joseph’s University, and James L. Oakley, Associate Professor, Chair of the Marketing Department, Lewis University College of Business

Volume 7 Number 1

Editorial
Daryn Moody, Publishing Editor, Journal of Brand Strategy
Corporate partners and charities: A Movember perspective on strategic brand alignment, fostering mutually beneficial goals, and outcomes in non-profit sponsorship
Erica Graham Jordan, former Head of Partnership, Movember
The rise of conversational commerce: What brands need to know
Riku Vassinen, Head of Digital, J. Walter Thompson Worldwide
The right agency partner + experiential fundamentals = success!
Jane Hawley, Senior Vice President, Sparks
Femvertising: State of the art
Chung-Kue (Jennifer) Hsu, Instructor of Marketing, Pamplin College of Business, Virginia Tech
How brands can create a compelling sales proposition through storytelling
Kelly Hyne, Senior Vice President, Strategic Partnerships, The Ladies Professional Golf Association
Never mind the love, smell the money: What is the ‘value-add’ of a brand?
Crispian Tarrant, Founder, BDRC Group
Best practices for aligning university brands with fundraising campaigns
Ed Sevilla, Senior Vice President, Grenzebach Glier + Associates
Brand architecture in higher education
Rob Zinkan, Associate Vice President, Marketing, Indiana University
Book review: ‘Creating Signature Stories: Strategic Messaging that Persuades, Energizes and Inspires’ by David Aaker
Reviewed by Ryan S. Eanes, Assistant Professor of Business Management, Washington College, Chestertown, Maryland