EDIT

Laurence Vincent

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, 2023, and 2024.

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 Board Chair for 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

Programs

Executive MBA (EMBA)

Full-Time MBA (FTMBA)

Graduate

Undergraduate

Departments

Marketing

INSIGHT + ANALYSIS

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

Quoted: Larry Vincent in CNN

Vincent, professor of the practice of marketing, tells CNN that as audio giant Sonos is struggling, the company lost sight of prioritizing its strong customer experience.

GO TO ARTICLE Quoted: Larry Vincent in CNN
Quoted: Larry Vincent in the Los Angeles Times

VINCENT, associate professor of the practice of marketing, tells the LA Times that developing merch for popular shows on Netflix is a marketing extension to advance a company's brand awareness.

GO TO ARTICLE Quoted: Larry Vincent in the Los Angeles Times
Quoted: Larry Vincent on Marketplace

VINCENT, associate professor of the practice of marketing, tells Marketplace the delicate balance between convenience and privacy when stadiums use facial recognition tools.

GO TO ARTICLE Quoted: Larry Vincent on Marketplace
Quoted: Larry Vincent on KCRW-FM (Los Angeles)

VINCENT, associate professor of the practice of marketing, shares with KCRW-FM (Los Angeles) the cautionary business incentives for using face recognition tools, like Intuit Dome, when creating personalized experiences.

GO TO ARTICLE Quoted: Larry Vincent on KCRW-FM (Los Angeles)

NEWS + EVENTS

USC Marshall in the Media: December 2024

USC Marshall School of Business faculty are featured in national and regional publications as thought leaders and experts in their fields.

MORE USC Marshall in the Media: December 2024
Eleven Marshall Professors Earn Promotions for New Term

Promoted faculty were recognized for their contributions to the school and their field.

MORE Eleven Marshall Professors Earn Promotions for New Term
2024 Golden Apple and Golden Compass Awards

These faculty and staff members were recognized by students for their impact in the Marshall community.

MORE 2024 Golden Apple and Golden Compass Awards
Marshall Faculty Publications, Awards, and Honors: April 2024

We are proud to highlight the amazing Marshall faculty who have been recognized this month for their leading-edge work and expertise.

MORE Marshall Faculty Publications, Awards, and Honors: April 2024
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.

MORE Awards Season

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

COURSES

Spring 2025

MKT-512

Customer Insights and Analysis

Use of marketing research techniques and technologies such as databases and statistical tools to collect, analyze and act upon customer information.

Laurence Vincent

Areas of Expertise

Programs

Departments

INSIGHT + ANALYSIS

Quoted: Larry Vincent in CNN

Quoted: Larry Vincent in the Los Angeles Times

Quoted: Larry Vincent on Marketplace

Quoted: Larry Vincent on KCRW-FM (Los Angeles)

NEWS + EVENTS

USC Marshall in the Media: December 2024

Eleven Marshall Professors Earn Promotions for New Term

2024 Golden Apple and Golden Compass Awards

Marshall Faculty Publications, Awards, and Honors: April 2024

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

COURSES