Areas of Expertise (4)
Marketing Credibility and Integrity
Corporate Internal Marketing
Brand Building in Competitive Markets
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.
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"
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
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.”
Uber marshals crisis-response for Michigan shooting spree
San Francisco Chronicle online
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.
Selected Papers & Publications (16)
Thrive or Revive? The Kaiser Permanente “Thrive” Marketing ProgramsBerkeley-Haas Marketing Business Case
Lynn Upshaw and Kristi Raube
Integrating Integrity into IMCJournal of Integrated Marketing Communications
Winning Back American ConsumersPeking University Business Review
Cleaning Up Media Debrisbrandchannel.com
Truth: The New Rules for Marketing in a Sceptical WorldStrategic Direction
Integrity in Marketing is Not Optional: Why Truth and Credibility Must Necessarily Guide Marketing in an Era of Informed SkepticismAdvertising Age
The Trouble with Food: Ethics and Integrity in Food MarketingAdvertising Express (India)
Building a brand.commDesign Management Journal
Lynn B. Upshaw
Building Business by Building A MasterbrandThe Journal of Brand Management (UK)
Lynn Upshaw and Earl L. Taylor
Toughening Your Brand for Tough TimesBrandweek
The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies ValueJohn Wiley & Sons
Lynn Upshaw and Earl L. Taylor
Branding A Dot-Com. . .Without The Dot-ComZD Net
Lynn B. Upshaw
Treat Your Brand Like Your Stock PortfolioBrandweek
Transferable Truths of Brand IdentityThe Design Management Journal
The InternetAmerican Association of Advertising Agencies
Building Brand Identity: A Strategy For Success In A Hostile MarketplaceJohn Wiley & Sons
Lynn B. Upshaw
Strategic Brand Management Core Marketing Integrated Marketing Communications