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, 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 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)
Quoted: Laurence Vincent in Variety

VINCENT, associate professor of marketing, explains to Variety biometrics will continue to get integrated into sports coverage as NBC tests new concept during Olympics coverage: adding heart monitors to athlete's parents.

GO TO ARTICLE Quoted: Laurence Vincent in Variety
Quoted: Laurence Vincent in the Los Angeles Times

VINCENT, associate professor of the practice of marketing, posits to the LA Times that Americans are not mentally prepared if TikTok gets banned in the U.S.

GO TO ARTICLE Quoted: Laurence Vincent in the Los Angeles Times

NEWS + EVENTS

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

Fall 2024

GSBA-561

Evaluating Market Performance

Evaluation of the firm by the market forces that affect its success; financial accounting and reporting; competitive market analysis; external communication; microeconomics; labor, customer and financial markets, statistical and decision analysis, financial and organization measures of effectiveness.
GSBA-570

The Role of the Senior Executive

Introduction to strategic management; executive leadership; environmental analysis; international context; financial growth strategies; social, legal and macroeconomic issues; role of CEO with boards, media and other publics; business ethics, strategic planning project. Recommended preparation: GSBA 534
GSBA-571

Environmental Analysis: Establishing Competitive Advantage

Development of strategic planning processes; analysis of economic, social, political environment; forecasting; futures research; macroeconomics; international economics; technological developments; multinational management simulation; field projects.
GSBA-572A

Strategic Planning for Growth

Formulation and implementation of strategies in different organizational and environmental contexts; financial growth strategies; comparative management; impact of taxation; technology strategies; product development and new market strategies. (Duplicates credit in GSBA-572)
GSBA-560

The Perspective of Top Management

Using cases, students are introduced to top management issues of executive leadership, environmental and strategic analysis, use of financial statements, organizational assessment and design, technology management and decision support systems. Graded CR/NC.
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 on Marketplace

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

Quoted: Laurence Vincent in Variety

Quoted: Laurence Vincent in the Los Angeles Times

NEWS + EVENTS

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