In the Media

Entrepreneurs and Marketers, Brands Are More Valuable Than Companies. Here Are Ten Brand Building Strategies.

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

Can Memorable Brand Characters Be Built Without Using Television? Wholly Guacamole Says Yes

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

10 Principles of Modern Marketing

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

Time to Give Your Brand a Checkup

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

How Levi's Remains True Blue after 165 Years

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

Mastering Brand Architecture in a Hyper-Competitive Digital Era

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

Warts and All? That’s the Risk When a Founder Is the Face of a Company

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

What Companies Should Know about Branding in 2018

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

Gillette and Tide Maker Struggles in 'Tough Environment'

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

Gillette and Tide Maker Struggles in 'Tough Environment'

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

Samsung Not in Partying Mood for 80th Birthday

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

Dartmouth Overhauls Branding, School Logo

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

There's More to Naming a Company after Yourself Than Ego

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

What Is Brand Strategy?

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.
View at Page

Not a Regular Cease-and-Desist, a Cool Cease-and-Desist

Sep 21, 2017 // An article about the response Netflix received for a recent cease-and-desist letter it sent to the owners of a Stranger Things-themed pop-up bar quotes Kevin Keller. Keller says brand-building can happen anywhere, even in traditional forms of communication often thought of as threatening.
View at The Atlantic

Empowered Does Not Mean Engaged, Says Dartmouth's Kevin Lane Keller

Sep 20, 2017 // As a guest on “Marketing Today with Alan Hart,” Kevin Keller discusses the details of branding in today’s economy, including consumer psychology, the role of purpose in building a brand, and the challenges of brand architecture.
View at Marketing Today with Alan Hart

Amid Racial Tension, Hyatt Pushes Understanding in New Spot

Aug 16, 2017 // Kevin Keller opines on Hyatt Hotel’s latest advertisement which celebrates the chain’s history of inclusion. Keller says more brands are likely to push messages of unity in the coming months.
View at Advertising Age

Old Navy Succeeds by Saying Bye to Celebs and Hi to Fashion

Jul 27, 2017 // "If Old Navy's strategy still is to bring joy into this seemingly joyless discount category then it doesn't necessarily need celebrities," Kevin Lane Keller tells AdAge in an article about Old Navy's new advertising approach which ditches celebrity ambassadors.
View at Advertising Age

Walking the Tightrope: Delicate Balancing Act for JC Penney's New CMO

Jul 27, 2017 // Quotes Kevin Lane Keller in an article about JC Penney's efforts to restore the retailer to relevance. "They've always been in a tricky position," says Keller. "They're in the middle of the dog bone—not high-end, not low-end but somewhere in-between. It's a tough position to play."
View at Advertising Age

Data and pricing to determine IBM Watson’s success in India

Jul 14, 2017 // An article about IBM's Watson, an artificial intelligence system best known for analyzing data, discusses how one Indian startup, Textient Analytics, uses the concepts underlying the Customer-Based Brand Equity model by Kevin Lane Keller, the E.B. Osborn Professor of Marketing, combined with Watson.
View at Livemint

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