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(45)
- News (15)
- Research (23)
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Show Results For
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All HBS Web
(45)
- News (15)
- Research (23)
- Multimedia (1)
- Faculty Publications (14)
- Career Coach
Judy Shen-Filerman
Judy (HBS '94) has a passion for helping students shape their career vision, improve their storytelling and be effective communicators in US corporate culture. Judy’s coaching firm specializes in developing professionals from non-US...
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- Profile
Jason A. Kilar
My co-founder Rich Tom and I observed that the audiences so coveted by traditional TV were gravitating toward a new generation of digital storytellers. Many of these voices have become brands in their own right and have built passionate...
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Jill J. Avery
Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details
Keywords:
consumer products;
arts;
advertising;
automobiles;
retailing;
fashion;
hotels & motels;
food;
beverage
- 07 Jul 2022
- HBS Case
How a Multimillion-Dollar Ice Cream Startup Melted Down (and Bounced Back)
Creamery in 2010, a Brooklyn ice cream parlor that would grow to 16 stores in four states by 2020. Smith’s clever flavors—mixing pecan pie and Sufganiyah jelly donuts in “Thanksgivukkah,” for example—were so enticing that Walt Disney pitched a View Details
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by Pamela Reynolds
- 13 Nov 2013
- Research & Ideas
Should Men’s Products Fear a Woman’s Touch?
change the identity meanings associated with their brands in general, especially for a brand that has a long history of narrative and storytelling and suddenly wants to shift...
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- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
acknowledge the impact it was having on people’s lives. Consumers also warned against brands taking advantage of the crisis. Consumers’ survey responses indicated that brand View Details
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by Jill Avery and Richard Edelman
- 18 Jul 2023
- News
The First Five Years: Brooke Biederman (MBA 2019)
What inspired you to launch Forby Entertainment Partners? I started working on film and TV shoots in New York City during college. My first boss, an executive producer, recommended Edward Jay Epstein’s book, The Hollywood Economist: The Hidden Financial Reality Behind...
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Robert Bochnak
- Web
HBS Alumni Conference: Accelerating Climate Solutions - Alumni
frameworks, tools, and storytelling to help people understand, prepare for, and choose between the futures that the climate offers us. Glendon is also a pro bono consultant to many institutions, including McKinsey and the Woodwell Climate...
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- 06 Oct 2020
- Sharpening Your Skills
18 Tips Managers Can Use to Lead Through COVID's Rising Waters
marketing communications should not ignore or turn a deaf ear to the crisis, but rather make sure to recognize it and acknowledge the impact it was having on people’s lives. Consumers also warned against brands taking advantage of the...
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by Sean Silverthorne
- 01 Mar 2024
- News
Come Sail Away
When Michael Sard (MBA 2018) arrived at HBS, he owned about 50 Hawaiian shirts. “It was one of the few items in a man’s closet that could have a ritual to it around going out, like a tuxedo does,” he says. Purchase options, however, seemed limited to two extremes:...
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- 22 Feb 2022
- News
Breaking News
for—titles and papers, revenue mix, staff strength, audience strength, and brand strengths—to be able to identify promising opportunities. “And at the intersection between the two—impact and investment—our aspiration is to build a pooled...
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- Profile
Tessa Vacher-Desvernais
by making people feel uniquely connected with a brand. Changes in consumer shopping patterns made me want to build brands of the future. Digital was an invaluable echo chamber to the craftsmanship of heritage products. Technology provided...
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- 09 Feb 2018
- Research & Ideas
Big Hits: The Best of the 2018 Super Bowl Ads
salves to help relieve them. Brands were looking to reassert traditional American values like inclusion and the celebration of differences in the face of more negative recent trends like anti-immigrant and anti-LGBTQ+ sentiment. That...
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- 01 Mar 2015
- News
Cracking Conferences
Molloy, who grew up on a dairy farm in County Offaly. “We hold our storytellers up as heroes. And being able to tell a good story helps you connect with people.” Grit and gratitude are two other Irish traits, she adds, conceding that...
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- 09 Apr 2018
- Blog Post
Is Business School Right for You?
was able to leverage my narrative and visual storytelling skills and my desire to tell stories that change people’s perspectives and lives. As a result, I’ve spent my career immersed in developing brand...
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- Web
Online Digital Marketing Strategy Course | HBS Online
companies, their associated marketing risks and challenges, and how to reshape your marketing practices to compete with emerging brands. Highlights Nicholas Ling, Pattern Brands CEO Asmita Dubey, L'Oreal CMO Changes in Distribution...
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- 25 Aug 2022
- News
On Purpose
our purpose?” Cohen had spent 23 years at the happiest place on earth, most recently as a senior VP of brand, franchise, and customer relationship management, a role that gave her a bird’s eye view across the company’s vast commercial acreage of theme parks, streaming...
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- 01 Sep 2013
- News
A Hollywood Backstory
What can I say—even at nine years old, it spoke to me about assuming control over one's life. Twenty-five years later, after HBS, strategy consulting, and brand management, I chucked it all and decided I was a writer. Thank you, Benjamin...
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- 01 Nov 2016
- First Look
First Look - November 1, 2016
brands. Companies can leverage storytelling to build their brands, and careful brand extensions can grow the business as long as they do not alienate core loyalists. Other potentially risky opportunities to...
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Sean Silverthorne
- 21 Aug 2018
- First Look
New Research and Ideas, August 21, 2018
and how marketing actions influence changes in it. Methods for brand valuation can be discussed and issues related to branding in contemporary times, such as authenticity, legitimacy, authorship,...
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Dina Gerdeman