Haas School of Business

Faculty and Executive Leadership Directory
	Lynn B. Upshaw Lecturer (Continuing) Haas Marketing Group Email: click on the envelope icon below for full email address Academic Status: On duty Office Hours: By appointment Personal Homepage: http://www.upshawmarketing.com/ Curriculum Vitae (in PDF format, Acrobat Reader required) LinkedIn Profile

Education

BSA, Northwestern University
MSA, Northwestern University

Positions Held

At Haas since 2000
2000 - present, Lecturer, Haas School of Business
1996 - present, Principal, Upshaw Marketing
2007 - 2008, Program Director, Berkeley Executive Leadership Program
1999 - 2001, Senior Consultant to Bridge Strategy management consultants
1997 - 1999, Senior Consultant, Interbrand Group
1994 - 1996, Executive Vice President/Client Brand Marketing, Ketchum Advertising Worldwide
1988 - 1994, Executive Vice President/Chief Operating Officer, Ketchum Advertising, San Francisco

External Service and Assignments

Advisory Board, UC Berkeley Extension Program
Upshaw Marketing, Brand/Marketing Strategist
Advisory Board, BrandChannel.com
Advisory Board, THUNDER FACTORY Marketing
Advisory Board, Presidio School of Management
Advisory Board, Benchmark Metrics, Inc.
Advisory Board, CMO Council Brand Protection Committee
Selected past and present clients: TriNet HR Corp., Visa International, SBC Communications, 3Com Corp., R.H. Donnelley, Digital Theater Systems, Blue Cross of California, NEC Corporation, Wind River Systems, Coverity, Inc., Bayer Corporation, Noosh.com, LG&E Energy, Bank of America, Lucas Learning, Thomson Newspapers, and various national industry associations, among others.

Current Research and Interests

Brand building in competitive markets
Corporate internal marketing
Brand/marketing training
Marketing credibility and integrity

Selected Papers and Publications

"Integrating Integrity into IMC." Journal of Integrated Marketing Communications (Winter 2009).
"Winning Back American Consumers." Peking University Business Review (March 2008).
"Cleaning Up Media Debris." brandchannel.com (February 2008).
Truth: The New Rules for Marketing in a Skeptical World. AMACOM Books, 2007.
"Integrity in Marketing is Not Optional: Why Truth and Credibility Must Necessarily Guide Marketing in an Era of Informed Skepticism." Advertising Age, 30 July 2007.
"The Trouble with Food: Ethics and Integrity in Food Marketing." Advertising Express (India), November 2005.
"Building a Brand.com." The Design Management Journal (Winter 2001).
"Building Business by Building A Masterbrand," with Earl L. Taylor. The Journal of Brand Management (UK) (Winter 2001).
"Toughening Your Brand for Tough Times." Brandweek, 5 March 2001.
Co-founder and editor, The e.Brand Letter online newsletter.
The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value, with Earl L. Taylor. John Wiley & Sons, 2000.
"Branding A Dot-Com. . .Without The Dot-Com." ZD Net (Online), September 2000.
"Treat Your Brand Like Your Stock Portfolio." Brandweek, 26 April 1999.
"Transferable Truths of Brand Identity." The Design Management Journal (Winter 1997).
"The Internet." American Association of Advertising Agencies, May 1996.
Building Brand Identity: A Strategy For Success In A Hostile Marketplace. John Wiley & Sons, 1995.

Teaching

Strategic Brand Management
Health Care Marketing
Integrated Marketing Communications

Honors and Awards

Cheit Award for Excellence in Teaching, Weekend MBA Program, 2005
Lead author of The Masterbrand Mandate (John Wiley, 2000), recipient of the WPP Worldwide Atticus Grand Prix Award, 2001

Faculty Directory: Alphabetical Listing
Faculty Directory: Listing by Department

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Faculty and Executive Leadership Directory