L.B. Upshaw

L.B. Upshaw

Lecturer (Continuing)

Marketing consultant and trainer, author, educator, and recognized authority on strategic marketing


L.B. Upshaw is a marketing consultant and trainer, author, educator, and recognized authority on strategic marketing. He is principal of the Upshaw Marketing consultancy, and a long-time member of the MBA marketing faculty at Berkeley Haas. He 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.

In his teaching, Upshaw has guided many hundreds of Berkeley MBA students through the intricacies of corporate and product/service marketing. He has been a recipient of the Berkeley Haas Earl F. Cheit Award for Teaching Excellence. He has also served as the Faculty Director for multiple executive training programs for Berkeley Executive Education, where he is a highly rated member of the teaching faculty.

Upshaw has written numerous articles for such publications, such as Advertising Age, Brandweek, The Peking University Business Review (PRC), brandchannel.com, The Journal of Brand Management (UK), MarketingProfs, Advertising Express (India), and The Journal of Integrated Marketing Communications. He has 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 10 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.”

Prior to establishing Upshaw Marketing, L.B. was Executive Vice President for Client Brand Marketing at Ketchum Advertising USA, and EVP/Chief Operating Officer of its largest office.

Expertise and Research Interests

  • Marketing Credibility and Integrity
  • Corporate Internal Marketing
  • Brand Building in Competitive Markets
  • Brand/Marketing Training