In the Media
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 // 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
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
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
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
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
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
Building Brand Equity
Jul 08, 2017 // References the book Strategic Brand Management by Kevin Lane Keller in a contributor article about developing a strong and dynamic brand with equity.
View at Forbes
The Monetizing of the President
Feb 17, 2017 // Quotes Kevin Lane Keller, the E.B. Osborn Professor of Marketing, in an opinion piece discussing four ways President Donald Trump stands to gain financially from his term in office.
View at U.S. News & World Report
Gap Pushes New Campaign With Children of Its '90s Spokespeople (and Naomi Campbell)
Feb 02, 2017 // Quotes Kevin Lane Keller, the E.B. Osborn Professor of Marketing, about Gap’s new campaign being used to promote the reissue of ‘90s apparel.
View at AdvertisingAge