Jill J. Avery
Senior Lecturer of Business Administration
Dr. Jill Avery is a Senior Lecturer in the General Management Unit at Harvard Business School with a passion for and a focus on brand management and customer relationship management (CRM). Prior to her academic career, she spent nine years in CPG brand management, managing brands for The Gillette Company, Braun Inc., Samuel Adams, and AT&T, and spent three years on the agency side of the business, as an account executive managing consumer promotions for Pepsi, General Foods, Bristol-Myers, and Citibank. She remains close to practice by offering marketing consulting services to a range of brands and non-profit organizations and through board service as a Director of the Amica Mutual Insurance Company and as a Trustee and Chairman of the Board of Overseers at the Museum of Fine Arts, Boston.
Her work on branding and CRM has been published in the top academic marketing journals, including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, and Journal for the Advancement of Marketing Education. She also reaches a broader audience through managerial articles and case studies that have been published in Harvard Business Review, MIT Sloan Management Review, European Business Review, and Business Horizons. She is the coauthor of the edited book Strong Brands, Strong Relationships, published by Routledge in 2015. Her doctoral dissertation on online brand communities won the Harvard Business School Wyss award for excellence in doctoral research and the Marketing Science Institute’s best paper award for work published in the International Journal of Research in Marketing. Her work on underdog brands earned an honorable mention for best articles published in the Journal of Consumer Research in 2011. Her branding insights have been cited in Advertising Age, The Economist, The New York Times, The Financial Times, Forbes, and Bloomberg/Business Week.
She teaches two required courses in the first year of the MBA program: Marketing and Field Immersion Experiences for Leadership Development (FIELD), a new, experiential field-based course. She serves as the module head for FIELD 3, which brings the entire first-year experience together by challenging students to synthesize the knowledge, skills, and tools acquired in their other courses within a real microbusiness they must design and launch themselves. She also has taught Branding + Different, an elective course in the second year of the MBA program. In the past, she has taught marketing management, brand management, integrated marketing communications, and consumer behavior in the MBA and undergraduate programs at Simmons College, Boston University, and Northeastern University. She received the Simmons School of Management’s award for teaching excellence for her MBA teaching. She was awarded a Certificate of Distinction in Teaching at Harvard University for her undergraduate teaching. Her executive education teaching has included sessions in the “Taking Marketing Digital” and "Strategic Marketing Management" programs at Harvard Business School and for arts and cultural organization leaders at National Arts Strategies.
She has written a series of teaching cases on branding, CRM, and digital marketing. Her case writing includes cases on Porsche, Pepsi, Frito Lay, Longchamp, Accor Hotels, J.C. Penney, EMC, Tate Modern, Park Hotels, Peapod, Denver Museum of Nature & Science, and Better World Books. Her HubSpot case was awarded The Case Centre Marketing Award in 2014.
She holds a DBA (marketing) from Harvard Business School, a MBA (marketing and finance) from the Wharton School, and a BA (English and art history) from the University of Pennsylvania. Prior to joining the HBS faculty, she was an assistant professor of marketing at the Simmons School of Management from 2007-2013, where she was awarded tenure and promotion to associate professor.
Strong Brands, Strong Relationships
From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people’s relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline.
A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice.
Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.