In the Media
Oakland Fans Want a ‘Last Hurrah’ with A’s, but Don’t Want to Give Money to Their Owner. Here’s How We’re Doing It.
Mar 28, 2024 // Quotes Kevin Lane Keller in an article exploring cognitive dissonance in marketing: when a consumer wants a product but doesn’t want to support the person or company selling it.
View at MarketWatch
How Companies Can Crack the Brand Trust Code
Feb 23, 2024 // Features Kevin Lane Keller in an article examining how brands can build a solid foundation of trust with consumers.
View at Fortune
From Endorsements to Entrepreneurship, Celebrities Are Reshaping Brand Loyalty
Jan 31, 2024 // Highlights research by Kevin Lane Keller in an article examining how celebrity endorsements shift brand loyalty in the age of social media.
View at Harper’s Bazaar India
Twitter Was the Holy Grail of Branding. Then Elon Musk Ditched It. Experts Question Why
Jul 26, 2023 // “When you build equity up in something—which you have in that name, that trademark, the logo, all of that—it's something that's very, very valuable. One of your most important intangible assets are your brands,” Kevin Lane Keller says in an article examining Elon Musk’s decision to rebrand Twitter.
View at CBC
Developing Effective Brand Names: Lessons from a Naming Guru
Jun 13, 2023 // Mentions Kevin Lane Keller and his book Strategic Brand Management in an article about developing brand names.
View at Forbes
Best Business and Management Scientists
Feb 24, 2023 // Highlights Kevin Lane Keller, who was ranked #105 worldwide and #60 in the United States, in Research.com’s ranking of the best business and management scientists. Keller was also honored with the Business and Management in United States Leader Award for 2023.
View at Research.com
Marketing Experts Discuss Role of Marketing in the Coming Years
Jun 11, 2022 // Kevin Lane Keller joined CNBC-TV18 in India to discuss the Indian edition of Marketing Management, the textbook Keller coauthored with Philip Kotler, and how the ever-evolving marketing function is taking a new shape.
View at CNBC-TV18
Rules of Success for Rebranding
May 04, 2022 // Features Kevin Lane Keller in an article exploring how companies should approach rebranding.
View at Economy Chosun
Brand World Summit 2021: Reimagining Brand Building in a Post-Pandemic World
Oct 29, 2021 // Highlights Kevin Lane Keller in an article previewing the 2021 Brand World Summit. Keller will deliver the summit’s keynote address on September 30.
View at The Economic Times
Brand World Summit 2021: The Art and Science of Branding by Kevin Keller
Sep 30, 2021 // A feature story about Kevin Lane Keller's keynote address at the 2021 Brand World Summit. “Moving forward, the strongest brands are going to offer compelling accounts and stories about their origins, their growth and their destiny,” Keller says.
View at The Economic Times
Naming Your New Company: Here’s What to Know
Sep 03, 2021 // Features Kevin Lane Keller in an article about the considerations entrepreneurs should make when naming their business.
View at The Wall Street Journal
In the Face of Negative Headlines, TurboTax Is Having a Great Start to 2020
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.
View at CNN Business
How to Boost Mobile App Brand Equity
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."
View at Medium
Macy’s Thanksgiving Day Parade May Be Expensive, but the Company Needs It Now More Than Ever
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
Ralphs Supermarkets Don’t Just Want Your Business. They Want Your Love
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
Hidden GI Bill Benefit
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
CMO Next 2019: 50 Game-Changing Marketing Leaders
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
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