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• Case | HBS Case Collection | September 2018 (Revised March 2019)

  Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning

  Stephen A. Greyser and Michael Mondello

  Owner Jeff Vinik and top management of the NHL Tampa Bay Lightning are reviewing their strategy and progress in achieving their goals of brand-building and community commitment. Strategic philanthropy is unusual in sport. Tampa Bay is historically a non-traditional hockey market. The case has substantial comparative team and league data.

  Keywords: Brands and Branding; Philanthropy and Charitable Giving; Business and Community Relations; Sports Industry; Tampa;

  Citation:

  Greyser, Stephen A., and Michael Mondello. "Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning." Harvard Business School Case 919-403, September 2018. (Revised March 2019.)  View Details

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• Teaching Note | HBS Case Collection | September 2018 (Revised March 2019)

  Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning

  Stephen A. Greyser and Michael Mondello

  Teaching Note for HBS No. 919-403, “Philanthropy and Brand-Building: Jeff Vinik and the Tampa Bay Lightning.” Includes objectives, study questions, analysis and discussion points, and teaching plan—covering both traditional brand-building and the role of distinctive community philanthropy for the NHL Club.

  Keywords: Brands and Branding; Philanthropy and Charitable Giving; Business and Community Relations; Sports Industry; Tampa;

  Citation:

  Greyser, Stephen A., and Michael Mondello. "Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning." Harvard Business School Teaching Note 919-404, September 2018. (Revised March 2019.)  View Details

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• Article | Harvard Business Review | January–February 2019

  What Does Your Corporate Brand Stand For?

  Stephen A. Greyser and Mats Urde

  While most firms are adept at defining product brands, they’re less sure-footed with their corporate brands. What exactly does a parent company’s name represent, and how is it perceived in the marketplace?
  A strong corporate identity provides direction and purpose, boosts the standing of products, aids in recruiting, and shores up a firm’s reputation. To help organizations define theirs, the authors have devised a tool called the corporate brand identity matrix. It guides teams through an examination of the nine components of corporate identity, which include mission, culture, relationships, and core values and promises. Often that exercise reveals broken links between the elements that executives need to align and strengthen.
  This article describes how companies have used the matrix to clarify their relationships with daughter brands, retool their identities to support new businesses, revamp their overall image, evaluate targets for acquisition, and more.

  Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy;

  Citation:

  Greyser, Stephen A., and Mats Urde. "What Does Your Corporate Brand Stand For?" Harvard Business Review 97, no. 1 (January–February 2019): 80–88.  View Details

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