Building brands is about building credibility and meaning. I study challenges to managing brands in the context of multiple stakeholders: customers, employees, investors, strategic partners, governmental, NGO's, etc. I work with all levels of brands: large FMCGs to SME’s, business-to-consumer and business-to-business brands and not for profit brands. I work both theoretically and through hands-on workshops with brands.
The key challenge for brands today is managing the consequence of the multiple meanings that brands have for their internal and external stakeholders. These are reflected in both my teaching and research profiles. One of the newest challenges is when brand go “on-line” where I am a founding member of the Social Media Research Group at CBS to address these challenges.
Interplay between intended brand identity and identities in a Nike related brand community: Co-existing synergies and tensions in a nested system