Lynn Upshaw

Lecturer (Continuing), Haas School of Business
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Lynn Upshaw is an award-winning educator, marketing consultant and trainer, author, and recognized authority on strategic marketing.  Lynn is principal of the Upshaw Marketing consultancy, and a long-time member of the MBA marketing faculty at the Berkeley-Haas School of Business at the University of California.  He has also served as a faculty director and frequent instructor at the UC-Berkeley Executive Education.   He has previously served as a Senior Consultant to Interbrand and Bridge management consultants. Prior to establishing Upshaw Marketing, Lynn was Executive Vice President for Client Brand Marketing at Ketchum Advertising USA, and EVP/Chief Operating Officer of its largest office.  
 
Teaching and Consulting 
In his teaching, Lynn has guided many hundreds of MBA students at the Berkeley-Haas School of Business through the intricacies of corporate and product/service marketing.  He has been a recipient of the Earl F. Cheit award for teaching excellence and has been a member of the top teachers’ Club Six group every semester since 2007.  He has also served as the Faculty Director for multiple executive training programs at the UC Berkeley Executive Education, and is highly-rated member of Exec Ed's teaching faculty.
 
In his consulting, Lynn Upshaw helps corporate clients build marketing plans, designs and leads marketing training, assesses equity research, guides managers and senior executives on building comprehensive internal and external marketing programs, and conducts strategic planning workshops for organizations across a wide breadth of industries.   His consulting and/or training clients have included (alpha/abridged list):  Bank of America, 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 Entertainment/US, SunPower Corp., TriNet HR Corp., Visa International, Wind River Systems and 3Com Corp., among many others. 
 
Thought Leadership
Lynn has written numerous articles for such publications as Advertising Age, Brandweek, The Peking University Business Review (PRC), brandchannel.com, The Journal of Brand Management (UK), marketingprofs.com, Advertising Express (India), and The Journal of Integrated Marketing Communications.  He recently lead-authored a new business case (“Thrive or Revive? The Kaiser Permanente ‘Thrive’ Marketing Programs”) which is distributed through Harvard Business Publishing.  He has also authored or lead-authored three books on marketing strategy:  
  • Building Brand Identity: A Strategy for Success in a Hostile Marketplace (John Wiley & Sons), which has been listed by Amazon.com as one of the ten most popular books on brand building;
  • The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value (also from Wiley), co-authored with Earl Taylor, which was awarded the WPP Worldwide Atticus Grand Prix Award; and 
  • Truth: The New Rules for Marketing in a Skeptical World, (Amacom), described by marketing scholar Philip Kotler as a “blueprint for winning marketing performance in an age of transparency."
Lynn has also been the keynote or featured speaker at industry and client conferences throughout North America, and in Europe, Asia, South America, and India.  Lynn currently serves, or has served in the past, on the advisory boards of brandchannel.com, The CMO Council “Brand Protection” Program, Thunder Factory Marketing, Inc., Benchmark Metrics, Inc., the UC-Berkeley Extension, Gliding Eagle Wine, and the Presidio School of Management.  
 
Lynn received his Bachelor’s and Master’s degrees from Northwestern University.  He lives with his family in Marin County, California.

Lynn Upshaw serves as the Faculty Director for the Berkeley Exec Ed Custom Program 'City University of Hong Kong’.

Academic Background 

MSA, Northwestern University

BSA, Northwestern University

Publications & Media

Books 

Building Brand Identity: A Strategy for Success in a Hostile Marketplace

VIEW BOOK

The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value

VIEW BOOK

Truth: The New Rules for Marketing in a Skeptical World

VIEW BOOK
VIEW MORE
Awards & Honors 
  • 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
Academic Background 

MSA, Northwestern University

BSA, Northwestern University

Publications & Media

Books 

Building Brand Identity: A Strategy for Success in a Hostile Marketplace

VIEW BOOK

The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value

VIEW BOOK

Truth: The New Rules for Marketing in a Skeptical World

VIEW BOOK
VIEW MORE