Faculty & Research

Faculty and Executive Leadership Directory

L.B. Upshaw

Lecturer (continuing)
Haas Marketing Group
Email: click on the envelope icon below for full email address
Academic Status: On duty
Office Hours: By appointment, F502
Personal Homepage: http://www.upshawmarketing.com/
Curriculum Vitae (in PDF format, Acrobat Reader required)
LinkedIn Profile


MSA, Northwestern University
BSA, Northwestern University

Positions Held

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 Center for 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

External Service and Assignments

  • 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.

Current Research and Interests

  • Brand building in competitive markets
  • Corporate internal marketing
  • Brand/marketing training
  • Marketing credibility and integrity

Selected Papers and Publications

  • Co-author (with Kristi Raube), “Thrive or Revive? The Kaiser Permanente ‘Thrive’ Marketing Programs” Berkeley-Haas marketing business case, April 2014.
  • “Integrating Integrity into IMC.” Journal of Integrated Marketing Communications (Winter 2009).
  • “Winning Back American Consumers.” Peking University Business Review (March 2008).
  • “Cleaning Up Media Debris.” brandchannel.com (February 2008).
  • Truth: The New Rules for Marketing in a Skeptical World. AMACOM Books, 2007.
  • “Integrity in Marketing is Not Optional: Why Truth and Credibility Must Necessarily Guide Marketing in an Era of Informed Skepticism.” Advertising Age, 30 July 2007.
  • “The Trouble with Food: Ethics and Integrity in Food Marketing.” Advertising Express (India), November 2005.
  • “Building a Brand.com.” The Design Management Journal (Winter 2001).
  • “Building Business by Building A Masterbrand,” with Earl L. Taylor. The Journal of Brand Management (UK) (Winter 2001).
  • “Toughening Your Brand for Tough Times.” Brandweek, 5 March 2001.
  • Co-founder and editor, The e.Brand Letter online newsletter.
  • The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value, with Earl L. Taylor. John Wiley & Sons, 2000.
  • “Branding A Dot-Com. . .Without The Dot-Com.” ZD Net (Online), September 2000.
  • “Treat Your Brand Like Your Stock Portfolio.” Brandweek, 26 April 1999.
  • “Transferable Truths of Brand Identity.” The Design Management Journal (Winter 1997).
  • “The Internet.” American Association of Advertising Agencies, May 1996.
  • Building Brand Identity: A Strategy For Success In A Hostile Marketplace. John Wiley & Sons, 1995.


  • Strategic Brand Management
  • Core Marketing
  • Integrated Marketing Communications

Honors and Awards

  • Cheit Award for Excellence in Teaching, Weekend MBA Program, 2005
  • Weekend MBA Program Member of Faculty Club 6 one or more times every year since 2007
  • Lead author of The Masterbrand Mandate (John Wiley, 2000), recipient of the WPP Worldwide Atticus Grand Prix Award, 2001

Faculty Directory: Alphabetical Listing
Faculty Directory: Listing by Department

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