Henry C. Boyd III

Henry C. Boyd is a Clinical Professor in the Marketing Department at the Robert H. Smith School of Business. He is also a managing director and principal at Ombudsman LLC, a diversified consultancy. He is licensed to practice law in Maryland, Wisconsin, and the U.S. District Court, Western District of Wisconsin.

‘Black Panther’ Isn’t Just a Great Movie; It's Great Marketing

SMITH BRAIN TRUST – It’s not often that a film smashes box office expectations in quite the way that Marvel Studio’s “Black Panther” has. But it’s not often that a superhero film gets so many things so right – from the screenplay, to the casting, to the marketing, says Henry C. Boyd III, clinical professor of marketing at the University of Maryland’s Robert H. Smith School of Business.

After Trump’s Tweets, a Playbook For the NFL

How should the National Football League respond to a pro-Trump political action committee's "Turn Off the NFL" boycott? "The league needs to grab this ball and run it up the field," says the Smith School's Henry C. Boyd III. "The NFL can change the narrative, and that's what it needs to do here," says Boyd, a lawyer and marketing consultant whose clients have included the NFL. Read more...

Will Concussion Report Daze the NFL?

Football season hasn't even started and already the National Football League is tackling some difficult challenges. It's coming off a season that saw a steep, 8 percent decline in TV viewership and now is faced with startling new evidence about the serious medical risks its players face. The Smith School's Derrick Heggans and Henry C. Boyd III say that what the NFL does now – how it reacts to the concussion risk issue – will drive change at all levels of the game. Here's why. Read more...

Why It Makes Sense that the New 'Doctor Who' Is a Woman

BBCThe BBC's "Doctor Who" series has long embraced the idea of change. It's been written into the script for years, with the timelord protagonist's biological ability for regeneration and new incarnations. Now the series is preparing for what is perhaps its most striking transformation. For the first time in the British sci-fi series' 54-year history, the Doctor will be portrayed by a woman. Experts at the Smith School share their views on the series and its 13th time-traveling alien. Read more...

Making Atari Cool Again

Ataribox logoAtari teased the gaming world on June 8 with a YouTube video promoting the company's first new console in 24 years. Besides ominous background music and close-up shots of a wood veneer surface, the only message is: "Coming soon." Smith School marketing professor Henry C. Boyd III says the beleaguered company has an iconic brand but will have to work like Pac-Man to chomp its way back into the gaming hardware space. "Even when the teaser ad came out, a lot of people thought it was a hoax," Boyd says. "It does beg the question: 'Can they pull this off?'" Read more...

Why Starbucks Is Dipping into Ice Cream

Has Starbucks figured out a way to entice its devoted morning-coffee crowd to come back later in the day? The Seattle-based chain is rolling out a line of ice cream coffee treats — called affogatos — at 100 stores across the country, betting that a more decadent coffee treat will inspire an afternoon or evening splurge. The treats — classically, ice cream topped with a shot or two of espresso — are the latest menu extension for the Seattle-based coffee giant, and show how Starbucks is using analytics data and its upscale Starbucks Roastery in Seattle to test out potential new offerings before rolling them out en masse. Read more...

Should the NFL Worry As Super Bowl Ad Buying Lags?

Fox was unexpectedly scrambling this week to sell the last remaining in-game commercial spots for the Feb. 5 matchup between the New England Patriots and the Atlanta Falcons. Typically, 90 percent of the commercial airtime is sold by October, as advertisers look to stage a presence during one of the year's most-watched television events. This year, however, Fox didn't hit that benchmark until December. Is the lag a harbinger for the league and its broadcast partners? Three experts at the Smith School of Business offer a range of explanations. Read more...

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