What’s in a Brand? Building a Business in the Digital Age

About the Panelists

Robert Kozinets (moderator) is a brand innovation expert who has applied his methods and theories at such organizations as American Express, L’Oréal, Merck, TD Bank, Campbell Soup, Zurich Insurance, Orchard Supply Hardware, and many others. His work includes over 150 publications, including top-tier peer reviewed scientific articles, book chapters, case studies, videographic documentaries, as well as four books. He is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the USC Annenberg School for Communication and Journalism, a position he shares with the USC Marshall School of Business.

 


Debbie MacInnis
is a professor of business administration and marketing at the USC Marshall School of Business, president of the American Marketing Association’s Consumer Behavior Special Interest Group, and a co-author of Brand Admiration: Building a Business People Love. Her work focuses on the role of emotions in consumer behavior and branding.

 

 

Sid Mohasseb, former CEO of Wise Window, Inc., is an entrepreneur, venture investor, and business thought leader who has founded and led several early-stage and hyper-growth companies from inception to acquisition. His book The Caterpillar’s Edge: Evolve, Evolve Again, and Thrive in Business is about the importance of continuously evolving to stay relevant and maintain a competitive edge in today’s ever-changing world. Mohasseb is an adjunct professor at the USC Marshall School of Business.

 


C.W. Park
is a co-author of Brand Admiration: Building a Business People Love and a professor of marketing at the USC Marshall School of Business, where he directs the Global Branding Center. A former editor of the Journal of Consumer Psychology, he has published articles in publications including the Journal of Marketing Research, Journal of Consumer Research, and Harvard Business Review.