EDIT

Laurence Vincent

Associate Professor of the Practice of Marketing
Academic Director, Executive MBA Program

Laurence "Larry" Vincent is an award-winning author, researcher, and marketing leader. He has developed strategies for some of the world's most beloved brands, including Disney, Mattel, Mastercard, the NFL, Nikon, and Sony Playstation. He specializes in brand strategy, new product development, marketing innovation, consumer research, and marketing for media, entertainment, and technology. He received Golden Apple Teaching awards in 2021 and 2023.

For more than a decade, he was Chief Branding Officer at UTA, where he founded the agency's award-winning Brand Studio. He is the author of Legendary Brands (2002) and Brand Real (2012), and also produces The Findings Report blog and podcast. He proudly serves as Vice Chair of Alex's Lemonade Stand Foundation.

- 213-740-5391
laurencv@marshall.usc.edu

Press Inquiries: COMMUNICATIONS@MARSHALL.USC.EDU

Areas of Expertise

Branding

Consumer Behavior

Consumer Experience

Consumer Identity

Disruptive Technology

Entertainment

Marketing

Talent

Departments

Marketing

Course List

MKT 512 - Customer Insights and Analysis

GSBA 562 - Management of Operations

GSBA 509 - Marketing Management

MKT 530 - New Product Development

INSIGHT + ANALYSIS

The latest interviews, quotes, citations, and research in the media.

Quoted: Larry Vincent in the Los Angeles Times

VINCENT, associate professor of the practice of marketing, cites the multi-generational appeal and ritualistic experience as drivers for the Barbie and Swifty phenomena.

GO TO ARTICLE Quoted: Larry Vincent in the Los Angeles Times
Quoted: Laurence Vincent on Fast Company

VINCENT, associate professor of the practice of marketing and former chief branding officer at UTA, weighs in on how the creator economy will effect WGA negotiations.

GO TO ARTICLE Quoted: Laurence Vincent on Fast Company
Quoted: Larry Vincent on CNN

Larry Vincent, Associate Professor of the Practice of Marketing, addresses damage control for Elon Musk following his Twitter acquisition on CNN.

NEWS + EVENTS

The Marketing Mystery of the Barbie Movie

USC Marshall’s brightest minds get to the bottom of Barbie mania.

MORE The Marketing Mystery of the Barbie Movie
Marshall Faculty Publications, Awards, and Honors: May 2023 and Year-End Roundup

We are thrilled to congratulate our faculty on recently accepted and published research, 2022-2023 teaching and research awards, and new chair appointments.

MORE Marshall Faculty Publications, Awards, and Honors: May 2023 and Year-End Roundup
Awards Season

USC Marshall announced a number of awards to faculty and staff in an end-of-semester virtual ceremony.

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RESEARCH + PUBLICATIONS

Abstract

Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere.
Brand Real is a business strategy guide for making a brand’s promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies.
Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands—logos, advertising, imagery, communications—directly to the core elements of business strategy and forge a powerful and lasting connection with their customers.

Author[s]

Laurence Vincent

Publication

Harper Collins Busines

Publication Date

12.31.1969

GO TO PAPER
Abstract

Legendary brands gain popularity through emotion, identity, and personal attachment. They are the likes of Apple, Harley-Davidson, Nike and numerous other consumer brands that persuade people to behave by connecting with their most ingrained belief systems. Legendary brands forge bonds with consumers through narratives and myths. Their managers think like storytellers and understand the universal narrative cycle that binds consumers to belief systems.
An award-winning book that has been translated into seven languages, Legendary Brands defines the framework that allows an elite set of brands to exert extraordinary influence with their consumers, and it provides lessons marketers can use every day to win trust and inspire loyalty.

Author[s]

Laurence Vincent

Publication

Dearborn Trade

Publication Date

12.31.1969

GO TO PAPER

Laurence Vincent

Areas of Expertise

Departments

Course List

INSIGHT + ANALYSIS

Quoted: Larry Vincent in the Los Angeles Times

Quoted: Laurence Vincent on Fast Company

Quoted: Larry Vincent on CNN

NEWS + EVENTS

The Marketing Mystery of the Barbie Movie

Marshall Faculty Publications, Awards, and Honors: May 2023 and Year-End Roundup

Awards Season

RESEARCH + PUBLICATIONS

Brand Real: How Smart Companies Live Their Promise and Inspire Fierce Customer Loyalty

Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Market Strategy