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Laurence Vincent

  • Associate Professor of the Practice of Marketing

Laurence 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. Professor Vincent received a Golden Apple Teaching award in 2021.

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.

Laurence Vincent
Press Inquiries: COMMUNICATIONS@MARSHALL.USC.EDU

Areas of Expertise

Branding
Consumer Behavior
Consumer Experience
Consumer Identity
Disruptive Technology
Entertainment
Marketing
Talent

Programs

Executive MBA
Full-Time MBA
Graduate
Marketing
Undergraduate

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 on CNN

    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