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L.B. Upshaw - Haas School of Business, University of California, Berkeley. Berkeley, CA, US

L.B. Upshaw L.B. Upshaw

Lecturer (Continuing) | Haas School of Business, University of California, Berkeley

Berkeley, CA, UNITED STATES

Marketing consultant and trainer, author, educator, and recognized authority on strategic marketing

Areas of Expertise (4)

Marketing Credibility and Integrity Corporate Internal Marketing Brand Building in Competitive Markets Brand/Marketing Training

About

L.B. Upshaw is a marketing consultant and trainer, author, educator, and recognized authority on strategic marketing. He is principal of the Upshaw Marketing consultancy, and a long-time member of the MBA marketing faculty at Berkeley Haas. He helps corporate clients build marketing plans, designs and leads marketing training, assesses equity research, guides managers and senior executives on building comprehensive internal and external marketing programs, and conducts strategic planning workshops for organizations across a wide breadth of industries.

In his teaching, Upshaw has guided many hundreds of Berkeley MBA students through the intricacies of corporate and product/service marketing. He has been a recipient of the Berkeley Haas Earl F. Cheit Award for Teaching Excellence. He has also served as the Faculty Director for multiple executive training programs for Berkeley Executive Education, where he is a highly rated member of the teaching faculty.

Upshaw has written numerous articles for such publications, such as Advertising Age, Brandweek, The Peking University Business Review (PRC), brandchannel.com, The Journal of Brand Management (UK), MarketingProfs, Advertising Express (India), and The Journal of Integrated Marketing Communications. He has authored or lead-authored three books on marketing strategy: "Building Brand Identity: A Strategy for Success in a Hostile Marketplace" (John Wiley & Sons), which has been listed by Amazon.com as one of the 10 most popular books on brand building; "The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value" (also from Wiley), co-authored with Earl Taylor, which was awarded the WPP Worldwide Atticus Grand Prix Award; and "Truth: The New Rules for Marketing in a Skeptical World" (Amacom), described by marketing scholar Philip Kotler as a “blueprint for winning marketing performance in an age of transparency."

Prior to establishing Upshaw Marketing, L.B. was Executive Vice President for Client Brand Marketing at Ketchum Advertising USA, and EVP/Chief Operating Officer of its largest office.

Multimedia

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L.B. Upshaw Publication L.B. Upshaw Publication L.B. Upshaw Publication

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Education (2)

Northwestern University: MSA

Northwestern University: BSA

Honors & Awards (3)

Cheit Award for Excellence in Teaching

Evening & Weekend MBA Program
2005

"Club 6" Faculty Member

Awarded to faculty members who achieve a mean teaching score of at least six on a seven-point scale
Evening & Weekend MBA Program
2007 - present

WPP Worldwide Atticus Grand Prix Award for "The Masterbrand Mandate"

2001

Selected External Service & Affiliations (9)

  • Principal, Upshaw Marketing
  • Advisory Board, Gliding Eagle Wine
  • Advisory Board, UC Berkeley Extension Program
  • 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: Bayer Corporation, BEA Systems, Bio-Rad Laboratories, BlackRock/iShares, Blue Cross of California, Coverity Software, DTS Digital Cinema, Health Net Inc., Kaiser Permanente, PayPal/eBay, Plantronics, R.H. Donnelley, SBC/AT&T, Sony Corporation, SunPower Corp., TriNet HR Corp., Visa International, Wind River Systems and 3Com Corp., among many others.

Positions Held (1)

At Haas since 2001

2008 – present, Lecturer (continuing), Haas School of Business
2013 – present: Member, Professional Faculty Advisory Committee on Teaching (PFACT)
1996 – present: Principal, Upshaw Marketing
2014, Faculty Director, University of Hong Kong “Innovative Management in Global Business” program, Berkeley Executive Education
2011 – 2012, Faculty Director, Berkeley-Nanyang Advanced Management Program (Marketing)
2012, Faculty Director, Shanghai University Leadership Development Program
2001 – 2008, Lecturer, Haas School of Business
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

Media Appearances (2)

How To Get The Best From An Outside Marketing Consultant

Forbes  online

2016-03-24

Lynn Upshaw is a lecturer with the Haas School of Business at the University of California, Berkeley.

He is also the founding principal of Upshaw Marketing, which provides marketing consulting and training.

From Upshaw’s vantage point, when the outsider’s engagement is initiated with the CEO, the client should “... ask not only for analysis but recommendations.”

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Uber marshals crisis-response for Michigan shooting spree

San Francisco Chronicle  online

2016-02-22

Uber needs to continue being transparent and reassuring, said Lynn Upshaw, a lecturer in marketing at UC Berkeley’s Haas School of Business and principal of Upshaw Marketing. “With a brand like Uber already facing regulatory challenges, having more clouds over its head means it should ramp up communications to reassure the public that everything humanly possible is done to vet the drivers,” he said.

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Selected Papers & Publications (16)

Thrive or Revive? The Kaiser Permanente “Thrive” Marketing Programs Berkeley-Haas Marketing Business Case

Lynn Upshaw and Kristi Raube

2014

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Integrating Integrity into IMC Journal of Integrated Marketing Communications

Lynn Upshaw

2009

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Winning Back American Consumers Peking University Business Review

Lynn Upshaw

2008

Cleaning Up Media Debris brandchannel.com

Lynn Upshaw

2008

Truth: The New Rules for Marketing in a Sceptical World Strategic Direction

Lynn Upshaw

2009

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Integrity in Marketing is Not Optional: Why Truth and Credibility Must Necessarily Guide Marketing in an Era of Informed Skepticism Advertising Age

Lynn Upshaw

2007

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The Trouble with Food: Ethics and Integrity in Food Marketing Advertising Express (India)

Lynn Upshaw

2005

Building a brand.comm Design Management Journal

Lynn B. Upshaw

2001

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Building Business by Building A Masterbrand The Journal of Brand Management (UK)

Lynn Upshaw and Earl L. Taylor

2001

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Toughening Your Brand for Tough Times Brandweek

Lynn Upshaw

2001

The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value John Wiley & Sons

Lynn Upshaw and Earl L. Taylor

2000

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Branding A Dot-Com. . .Without The Dot-Com ZD Net

Lynn B. Upshaw

2000

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Treat Your Brand Like Your Stock Portfolio Brandweek

Lynn Upshaw

1999

Transferable Truths of Brand Identity The Design Management Journal

Lynn Upshaw

1997

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The Internet American Association of Advertising Agencies

Lynn Upshaw

1996

Building Brand Identity: A Strategy For Success In A Hostile Marketplace John Wiley & Sons

Lynn B. Upshaw

1995

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Teaching (1)

Courses

Strategic Brand Management
Core Marketing
Integrated Marketing Communications

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