Implementing brand purpose as intrinsic to the brand

Author's Biography

Bobby J. Calder , PhD, is the Kellstadt Emeritus Professor of Marketing in the Kellogg School and, by courtesy, Professor of Journalism and Media in the Medill School and Professor of Psychology, at Northwestern University. Professor Calder’s research focuses on brand strategy and the financial evaluation of brands, research methods, consumer psychology and media consumption. He has authored numerous papers in journals such as the Journal of Marketing Research and Journal of Consumer Research as well as books, including Kellogg on Marketing (2011), Kellogg on Advertising and Media (Wiley, 2008) and, previously, Kellogg on Integrated Marketing (Wiley, 2003). His monograph Brands: An Integrated Marketing, and Societal Perspective (Foundations and Trends in Marketing) appeared in 2020. He has been a consultant to many companies (including Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, McDonald’s, Motorola and Prudential) and to government and not-for-profit organisations (such as the U.S. Census Bureau, the Environmental Protection Agency, the United Way and the U.S. Army). Professor Calder previously chaired the ISO Committee on Brand Evaluation and is currently the US representative to it. At Northwestern he has served as Chair of the Marketing Department and Director of the MMM Program in the McCormick School of Engineering, focusing on design thinking. He is a graduate of the University of North Carolina at Chapel Hill and has formerly been on the faculty of the University of Illinois and the Wharton School, University of Pennsylvania.

Mark L. Frigo , PhD, is founding Director of the Center for Strategy, Execution and Valuation and the Strategic Risk Management Lab in the Kellstadt Graduate School of Business at DePaul University in Chicago, where he directs ongoing research on value creating strategies at high-performing companies. Professor Frigo is Ezerski Endowed Chair of Strategy and Leadership Emeritus at DePaul, where he teaches graduate seminar courses and executive education programmes. He serves as a visiting professor and visiting scholar at leading business schools and universities throughout North America, Europe and Asia-Pacific. Author of seven books and over 145 papers, his work is published in leading business journals, including Harvard Business Review. Professor Frigo is a Certified Public Accountant (CPA), a Certified Management Accountant (CMA) and a Chartered Global Management Accountant (CGMA) and holds a PhD in Econometrics. He is co-author of the book DRIVEN: Business Strategy, Human Actions and the Creation of Wealth (with Joel Litman), which is used by executive teams and boards of directors to drive superior and sustainable value creating performance and a forthcoming book by Stanford University Press DRIVEN STRATEGY: Creating Greater Long-Term Sustainable Value. His professional career has included working as a financial analyst in corporate mergers and acquisitions, corporate strategic planning, litigation support, banking and management consulting at KPMG. He serves on the board of directors of Keeper Security, Inc., a leading cybersecurity software company, and as a strategic adviser to boards of directors, CEOs and CFOs.

Peter C. Yesawich , PhD, is Vice Chairman Emeritus of MMGY Global, a marketing, advertising and public relations agency specialising in serving travel, leisure and entertainment industry clients from offices across the Americas, Europe and the Middle East. MMGY Global is an integrated marketing communications company renowned for its strategic thinking, breakthrough creativity and innovation in marketing practice. From 2010 to 2020, Yesawich served as Chief Growth Officer for Cancer Treatment Centers of America (CTCA, a registered trademarks of Cancer Treatment Centers of America Global, Inc), a national network of speciality hospitals and outpatient clinics. CTCA became the most positively perceived national cancer care provider and third most positively perceived hospital system in the country under his marketing leadership. Yesawich has been a frequent commentator on service marketing trends in The New York Times, Los Angeles Times, Wall Street Journal, USA TODAY, Time and Newsweek; on the CNN, CNBC, MSNBC and BBC World television networks; and National Public Radio. He is the recipient of the World Travel Award from the American Association of Travel Editors, the Albert E. Koehl Award from the Hospitality Sales & Marketing Association International (HSMAI) and the Silver Medal from the American Advertising Federation. A frequent contributor to trade and professional journals, Yesawich is co-author of Marketing Leadership in Hospitality and Tourism (Prentice Hall, 2007) and Hospitable Healthcare: Just What the Patient Ordered! (Indigo River Press, 2022). Yesawich attended both Cornell and Yale Universities and holds a doctorate in Psychology.