Feb 27, 2020 // Quotes Kevin Lane Keller in an article about TurboTax’s early success in 2020 despite the company being embroiled in numerous controversies in the last year. “As long as they aren't seen as trying to take advantage or be unfair in any way in how they sell in this tax season, I think they'll be OK,” Keller says.
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Jan 26, 2020 // Cites Kevin Lane Keller about the four factors needed to successfully build brand equity: salience, meaning, response and resonance, as outlined in his book "Strategic Brand Management."
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Nov 28, 2019 // “‘The magic of Macy’s’ has been their tagline for a long time, and so the Christmas season is natural for them,” says Kevin Lane Keller, in an article about the importance of the Macy’s Thanksgiving Day Parade to the company.
View at Yahoo Lifestyle
Nov 08, 2019 // “Any brand wants strong loyalty. Taking that all the way to love is certainly dialing it up to the top,” says Kevin Lane Keller in an article about new branding introduced by Kroger, parent company of Ralphs Supermarkets. Kroger says the branding “celebrates our love of people and our love of food.”
View at Los Angeles Times
Oct 16, 2019 // A feature story about how military veterans can use the GI Bill to attend executive education courses at top business schools—including the Advanced Management Program and Next Step program offered at Tuck.
View at G.I. Jobs
Sep 25, 2019 // “CMOs and marketers really are asked to do so many different things. That is only going to increase with all the different interfaces with marketing and finance, operations, corporate strategy, etc.,” says Kevin Lane Keller in an article about Forbes’ second-annual CMO Next list.
View at Forbes
Aug 29, 2019 // An article about how to build a strong brand cites research by Kevin Lane Keller examining the power of brand equity. Keller notes that a company like PepsiCo, which has a net tangible book value of $6.5 billion but a market value of $90 billion, gains billions of dollars from intangible assets, including brand equity.
View at Forbes
Apr 25, 2019 // Highlights insights from Kevin Lane Keller on the benefits of employing brand characters in an article about Wholly Guacamole’s new approach to its marketing strategy.
View at Forbes
Apr 03, 2019 // “Technology has changed everything,” write Kevin Lane Keller and coauthor Ann Lewnes, CMO at Adobe. “Fundamentally, it allows for new ways to create customer experiences, and trillions of data points to understand customer behavior and the impact of marketing programs and activities.”
View at MIT Sloan Management Review
Mar 08, 2019 // Highlights research by Kevin Lane Keller, the E.B. Osborn Professor of Marketing, exploring what makes a product or service a true brand. Keller says that if consumers have strong, favorable and unique associations with a product, it can be elevated to brand status.
View at Inquirer
Nov 06, 2018 // Quotes Kevin Lane Keller in an article about the staying power of Levi Strauss & Co. Keller says Levi’s is often dealing with the tension between the heritage of the brand and the need to stay modern.
View at Ad Age
Oct 01, 2018 // Kevin Lane Keller, the E.B. Osborn Professor of Marketing, explores how the hyper-competitive digital environment changes the application of brand architecture principles. He writes that one key to strong brand architecture in a digital world is simplicity.
View at Admap
Aug 06, 2018 // Kevin Lane Keller opines on the strategy of using the head or founder of a company as the company’s face. Keller says that there is considerable upside in bringing a founder to the fore.
View at The New York Times
Apr 29, 2018 // An article about the tenets of branding quotes Kevin Lane Keller. In 1998, Keller defined branding as “a collection of associations that the customer has with a brand and that determine the value of a product or service.”
View at t3n Magazine
Apr 20, 2018 // Continued coverage of comments by Kevin Lane Keller regarding the impact digital, direct-to-consumer businesses have had on consumer goods powerhouses like Procter & Gamble.
View at WDIV
Apr 20, 2018 // Quotes Kevin Lane Keller in an article about the increased competition consumer goods companies, like Procter & Gamble, are facing from upstart digital firms that sell directly to consumers.
View at CNNMoney
Mar 23, 2018 // References comments by Kevin Lane Keller in an article about how Samsung opted not to hold a public celebration for its 80th anniversary. As the company approaches its 100-year milestone, Keller says it’s important that Samsung focuses on improving people’s lives.
View at Korea JoongAng Daily
Jan 25, 2018 // Quotes Kevin Lane Keller in an article about Dartmouth’s recent visual rebranding effort. Keller helped advise the creators of the new communications strategy. He says that rebranding efforts at prestigious institutions can often come with numerous obstacles. “So making sure it’s consistent and the right look that capt
View at Valley News
Jan 05, 2018 // Quotes Kevin Lane Keller in an article about the challenges that arise for businesses with eponymous founders. Keller says having a namesake business makes it difficult for the company to be flexible and move on from the name if need be.
View at The New York Times
Oct 16, 2017 // Cites the customer-based brand equity model developed by Kevin Lane Keller in an article about how to develop an effective brand strategy. Keller's model allows for a detailed analysis of the strengths and weaknesses of a brand.
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