Faculty and Executive Leadership Directory

Lynn Upshaw

Lecturer
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/
Academic Group Homepage: http://groups.haas.berkeley.edu/marketing/
Curriculum Vitae (in PDF format, Acrobat Reader required)

Education

BSA, Northwestern University
MSA, Northwestern University

Positions Held

At Haas since 2000
2007-present Program Director, Berkeley Executive Leadership Program
2000-present Lecturer, Haas School of Business
1996-present Principal, Upshaw Marketing
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.
Selected past and present clients: 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 many others.

Current Research and Interests

Marketing Credibility and Integrity.
Brand building in competitive markets.
Corporate internal marketing.
Brand/marketing training.
Brand metrics and measurements.

Selected Papers and Publications

"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, July 30, 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," The Journal of Brand Management (UK), Winter 2001 (with Earl L. Taylor).
"Toughening Your Brand for Tough Times," Brandweek, March 5, 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, April 26, 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

Weekend MBA Program, Spring 2008
Evening MBA Program, Fall 2008
Full-time and Evening MBA Programs, Spring 2009
Berkeley Center for Executive Development programs, throughout 2008-09

Honors and Awards

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

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