Whitney Wolfe Herd could have been permanently defined as the Tinder co-founder who was forced out amid a highly public sexual harassment and discrimination lawsuit against a fellow co-founder. Instead, she repositioned the story, and built Bumble into a billion-dollar brand.

Every marketing professor has faced the moment when the principles of a traditional textbook collide with the reality of modern branding....

Imagine a personal brand so magnetic, so buzzworthy, that within hours of a campaign launch it drives a 4% bump in stock price for a...