Insight_3rd Edition_2_Gen

Swedish royal family), resulting in several published articles and leading to the concept of “heritage brands.” More recently, Prof. Greyser collaborated in published research on the branding and identity of the Nobel Prize. These projects were the first and still only invited field- based studies of their topics. Prof. Greyser is an elected Fellow of the American Acad- emy of Advertising, of which he is past president. He received the 2009 Pathfinder Award from the Institute for Public Relations and Lipscomb’s 2011 MediaMaster Award, and also a Highly Commended Award from Emer- ald for his 2009 article on “Corporate Brand Reputation and Brand Crisis Management” in his co-edited special issue of Management Decision. He received the Ameri- can Marketing Association’s sports management lifetime achievement award for his “contributions to the scientific understanding of sports business.” Brunel University named him an Honorary Fellow in 2012. Elected national vice chair of PBS, Prof. Greyser served as the founding chair of MFA Boston’s marketing committee, and was Boston Latin School (f.1635) graduate of the year. He also chaired the BLS 350 th and 375 th anniversary ceremonies, with remarks in Latin. He has been on numerous public service and corporate boards, as well as the Red Sox Hall of Fame selection committee. Prof. Greyser broadcast football, basketball and baseball. His broadcast mentor was the legendary Bob Wolff, a Hall of Fame member at both Cooperstown and Springfield. Additionally, he wrote and produced “Batter Up,” a Red Sox pregame radio show for seven years. How have you navigated disruptions in your industry to remain a top professional? My fields of marketing, advertising, communications and branding have clearly evolved over the years. I think my continued published articles and cases and lifetime achievement awards reflect my ability to adapt in re- search and teaching. I often interpret practice, e.g. my CCTV comments on the impact on China’s global brand of the 2008 opening ceremonies, seen by an estimated 80 million. Over the past 15 years, my major research has been considered innovative. The branding of monarchies was both innovative and pioneering: unprecedented field- based research. We gained access to a Royal Court for quotable interviews. Later, we created the concept of heritage brands, important enough now that it has a bi- ennial conference. Also my Swedish colleague and I were invited by The Nobel Foundation to study the branding and identity of the Nobel Prize; we are the only people to do field-based research and publish in that area. What is the most important issue/challenge you are dealing with in your industry right now? Inmarketing and communications, the challenges always concern adapting to changing consumer behavior about what and why people buy. Now, a meaningful issue is consumers’ expectations for brands. Trust in brands and what they stand for has become an important buying dimension affecting marketer initiatives. Third Edition | Marquis Who ’ s Who Insight 9 My fields of marketing, advertising, communications and branding have clearly evolved over the years. The challenges always concern adapting to changing consumer behavior about what and why people buy.