Lynn Upshaw, Marketing Faculty, Haas School of Business, UC-Berkeley and Author Explains How Living in an “Era of Informed Skepticism” is Crucial for All Who Wish to Succeed Today

Co-Host Brad Forsythe interviews Lynn Upshaw, Principal of Upshaw Marketing, a widely recognized authority on brand marketing, and a member of the MBA faculty at the Haas School of Business, University of California at Berkeley. He is also faculty contributor and Leadership Project Director at UC-Berkeley for Executive Development. Lynn is an internationally known strategic marketing consultant and a recognized authority on brand marketing. His clients have included major corporations such as SBC Communications (now AT&T), 3Com Corp., Visa International, WellPoint Health Networks, Bayer Corporation, among many others. But much of his practice has also included mid-size companies such as DTS Digital Cinema, R.H. Donnelley, William Blair & Co and McClatchy Newspapers, as well as start-ups, trade associations, and professional services firms. Lynn is also the author or co-author of three books on marketing strategy – Building Brand Identity: A Strategy for Success in a Hostile Marketplace, The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value and Truth: The New Rules for Marketing in a Skeptical World. He has been the keynote or featured speaker at industry and client conferences throughout North America, Europe, Asia, South America and India. Lynn has created dozens of planning and strategic workshops covering a wide variety of marketing subjects. Lynn received his bachelor’s and master’s degrees from Northwestern University. He currently resides with his wife in California.