Keynote speaker, academic thought leader and branding strategy expert
Executive leaders, CMOs, brand and marketing teams, academic institutions and organizations seeking research-driven brand strategy.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College and one of the world’s most influential scholars in consumer psychology, branding and marketing strategy. With degrees from Cornell, Carnegie Mellon and Duke University, he has taught premier MBA and executive courses on strategic brand management and marketing management at Dartmouth and previously served as a tenured professor and head of the marketing group at Stanford’s Graduate School of Business. He has also held faculty positions at UC Berkeley and UNC Chapel Hill and visiting appointments at Duke and AGSM.
Keller’s research spans brand equity, consumer behavior, communications strategy and marketing metrics. With more than 135 published papers and over 365,000 Google Scholar citations, he is among the most cited marketing academics globally and has earned numerous research awards across the field’s leading journals.
Beyond academia, Keller has served as a trusted advisor to many of the world’s most successful brands, including Nike, Disney, Intel, Procter and Gamble, Samsung, American Express and Ford, along with consulting engagements for dozens of additional multinational companies across industries.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has an AB (with distinction) in math and economics from Cornell University, an MBA from Carnegie-Mellon University, and a PhD in marketing from Duke University. At Dartmouth, he has taught popular MBA and executive education courses on strategic brand management and marketing management.
Previously, Professor Kevin Lane Keller was a tenured member of the faculty at Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, been a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America.
Professor Keller’s areas of expertise include consumer psychology and branding, communications and marketing strategies. His research has been published numerous times in each of the four of the major marketing journals – the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research and Marketing Science. An academic pioneer in the study of brands and branding, with over 135 published papers and over 365,000 Google Scholar cites, he is one of the most highly cited of all marketing academics world-wide and has received numerous awards for his research accomplishments.
Actively involved with industry, he has worked on a host of different types of marketing projects. Kevin Lane Keller has served as a long-time consultant and trusted advisor to marketers for some of the world’s most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble, and Samsung. Additional brand consulting activities have been with other top companies such as Adobe, Allstate, Beiersdorf (Nivea), BJs, BlueCross BlueShield, Campbell, Capital One, Caterpillar, Colgate, Combe, Eli Lilly, ExxonMobil, General Mills, GfK, Goodyear, Hasbro, Heineken, Intuit, Irving Oil, Johnson & Johnson, Kodak, L.L. Bean, Mayo Clinic, MTV, Nordstrom, Ocean Spray, Red Hat, SAB Miller, Serta, Shell Oil, Starbucks, Time Warner Cable, Unilever, and Young & Rubicam.
Professor Kevin Lane Keller has served as an academic trustee for the prestigious Marketing Science Institute from 2000 to 2006, as their Executive Director from 2013 to 2015, and as a member of their Executive Committee and Board from 2015-2022. He has also served as an expert witness for top firms such as Amazon, Ernst & Young, Facebook, Mercedes-Benz, and the NFL. A popular and highly sought-after speaker, he has made keynote speeches and conducted workshops with top executives in a wide variety of forums.
Some of his senior management and marketing training clients have included such diverse business organizations as AT&T, Bristol Myers Squibb, Cisco, Coca-Cola, Deutsche Telekom, ExxonMobil, Fidelity, GE, Google, Hershey, Hyundai, IBM, Macy’s, Microsoft, Novartis, Pepsico, S.C. Johnson, and Wyeth. Professor Kevin Lane Keller has lectured at over 150 conferences, conventions, seminars, and symposiums all over the world, from Seoul to Johannesburg, from Sydney to Stockholm, and from Sao Paulo to Mumbai.
Professor Kevin Lane Keller is currently conducting a variety of research studies that address marketing, branding and communication issues. Heralded as the “bible of branding,” his textbook, Strategic Brand Management, now co-authored with Vanitha Swaminathan, is in its 5th edition and has been adopted at top business schools and leading firms across the globe. He is also the co-author with Philip Kotler and Alex Chernev of Marketing Management, the most widely used MBA textbook in marketing around the world, now in its 16th edition.
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Kevin Lane Keller shares a comprehensive masterclass on how strong brands are built, managed and extended, illustrating key principles through six in-depth industry case studies.
In this 56 minute talk, Kevin Lane Keller introduces foundational concepts of branding before guiding the audience through six brand lessons drawn from his consulting and academic work. He opens with a light acknowledgment of the class setting and outlines the session: branding fundamentals, followed by case-study-based lessons from Nike, Disney, Levi’s, Red Bull, Procter and Gamble and Samsung.
He begins with Branding 101, emphasizing that brands fundamentally create awareness and differentiation, helping companies avoid commodity competition. Strong brands provide predictability and reduce consumer risk, anchoring both rational and emotional value. Keller stresses that great products form the core of strong brands, but every customer touchpoint shapes perceptions. Strong brands also improve marketing efficiency, enhance employee engagement, provide resilience in crises and represent significant intangible financial value.
He illustrates brand value through marketplace effects: transforming product experience, building loyalty, enabling price premiums, increasing channel support and fueling long-term growth. He shares the Snapple story to demonstrate how brand value can swing dramatically based on management decisions and alignment with core brand meaning.
Keller then transitions into six cases. Nike exemplifies innovation, relevance, customer closeness and blending rational performance with emotional aspiration. Disney demonstrates the necessity of top-down brand stewardship and clarity through a brand mantra that prevents misaligned licensing.
Levi’s illustrates the consequences of failing to innovate, maintain relevance and manage portfolio architecture. Red Bull shows the power of creating a new category and building a brand through design, symbolism and experiential marketing. Procter and Gamble highlights scientific brand building, understanding functional and emotional benefits, optimized architecture and the strategic use of value pricing and brand purpose. Samsung showcases how a compelling value proposition around quality, design and affordability allowed it to overtake Sony in consumer electronics.
Keller concludes by noting that branding is both art and science, then offers career advice for young marketers: cultivate customer empathy, interpret trends intelligently, build a philosophy and toolset, commit to lifelong learning and have fun in the practice of marketing.
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