Dr. Kevin Lane Keller: Professor of Marketing
Kevin Lane Keller is a global authority on strategic brand management whose research, frameworks and industry partnerships shape how leading organizations build, measure and grow powerful brands.
Quick Facts:
- One of the world's leading authorities on branding and marketing
- More than 135 published academic papers
- Over 365,000 Google Scholar citations
- Former Head of the Marketing Group at Stanford University
- Formats:
Keynote speaker, academic thought leader and branding strategy expert
- Audiences:
Executive leaders, CMOs, brand and marketing teams, academic institutions and organizations seeking research-driven brand strategy.
- Outcomes:
- Clear frameworks for building, measuring and managing brand equity
- Evidence-based guidance for communications and marketing strategy
- Tools for applying brand research insights to drive long-term business performance
- Travels from: Dartmouth, MA
- **Fee range: $20,001 - $35,000
Keynote Topics
Talent Short Bio
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.
Talent Videos
Lessons in Building and Managing Strong Brands with Kevin Lane Keller
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.
Read Summary & Key Moments
Summary
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.
Key Moments
- 15:20 Snapple case and the impact of misaligned brand management, distribution, communications and revitalization strategy.
- 22:10 Nike, Disney and Levi’s case studies illustrating innovation, relevance, guard rails, architecture and competitive positioning.
- 38:50 Red Bull and Procter and Gamble lessons on category creation, emotional payoffs, brand science and value pricing.
Interest to Book? Send us your enquiry
No reviews available for this post.
Talent FAQ's
Do speakers charge a flat fee or by the hour?
Speaker fees can vary depending on factors such as expertise, demand, and event specifics. While some speakers may charge a flat fee for their services, others may have hourly rates. It’s best to discuss fee structures directly with the speaker or their representative to understand the pricing model.
What is the typical duration of a keynote speech and what is included?
Keynote speeches typically range from 30 to 90 minutes, with the duration determined by the speaker’s expertise, the event’s agenda, and audience preferences. Keynote speeches often include a combination of inspirational stories, practical insights, and actionable advice tailored to the event’s theme or objectives.
Does the scale of the event and audience size affect a speaker’s fee?
The scale of the event and audience size can indeed impact a speaker’s fee. Larger events with a broader reach or higher attendance may command higher fees due to increased exposure and demand. Conversely, smaller events or niche audiences may offer opportunities for more flexible pricing arrangements.
Travel expenses and other costs
Travel expenses such as transportation, accommodation, and meals are typically negotiated separately from the speaker’s fee. These costs vary depending on the speaker’s location, travel distance, and event duration. It’s important to clarify travel arrangements and expenses during the booking process to avoid misunderstandings.
Deposits and securing a booking
Many speakers require a deposit to secure a booking, with the remaining balance due closer to the event date. Deposits are often non-refundable and serve as a commitment from both parties. It’s advisable to discuss deposit requirements and payment terms with the speaker or their representative when finalizing the booking.
Additional tips and takeaways
- Virtual speaking appearances are a cost-effective alternative to high speaking fees, often 10-50% cheaper than in-person rates.
- There is typically no difference in fee for a 15-minute speech versus a 60-minute speech.
- Some motivational speakers are open to discounting their fee if hired for more than one event by the same organization.
- When browsing speakers, consider their location to keep travel costs down.
- Personal connections to your organization or event location can increase your chances of securing a renowned speaker.
- Be upfront about your needs and expectations to ensure a successful partnership.
- Speaker bureaus like Speakers Inc help guide you through the booking process to negotiate the best deal with favorable terms.
Ready to find the perfect speaker for your event? Use our advanced search feature or contact us to get started today!
View further speakers
- (2 reviews)
He helps organizations unlock performance through values-driven leadership.
- Organizational Culture
Empowering people to achieve greatness while protecting well-being.
- Olympic Legend
He helps leaders understand AI and the evolving information economy.
- AI Visionary
Helping people decode behavior, build trust, and communicate effectively.
- Behavioral Scientist
He inspires teams through laughter, interaction, and positive workplace energy.
- Motivational Speaker
- Negotiation Speaker
- (14 reviews)
He turns extreme adventure into practical tools for execution and leadership.
- Ocean Adventurer
- Generational Speaker
Disclaimer
These remain the property of its owner and are not affiliated with or endorsed by Speakers Inc.
Fee Range Information
All talent fees exclude VAT, travel and accommodation where required.