branding
Marketing in the Time of Snapchat
Branding relies upon a story that lives inside the consumer's brain. But that story is changing in an era when stories appear and evaporate in a fraction of a second.
Sunday, July 16, 2017
Branding relies upon a story that lives inside the consumer's brain. But that story is changing in an era when stories appear and evaporate in a fraction of a second.
Sunday, July 16, 2017
What happens when your brand symbolizes something offensive to others? How much do logos incite bad behavior? The case of the Washington Redskins.
Sunday, July 9, 2017
As consumers continue cutting cords, ESPN is facing the biggest business challenge in its history. New research indicates its brand is also at risk.
Sunday, July 2, 2017
Being t-shirt worthy was once the imperative for brand managers. But consumers have drifted away from badging brands to confer status. Instead, they seek ways to hack the brand's cultural currency to satisfy their social media reach.
Sunday, June 25, 2017
Making consumers feel that they are on the outside looking in is a common marketing tactic, but recent research indicates it might be very risky.
Sunday, June 18, 2017
Many brands are positioning themselves as environmentally-conscious leaders. But how much does a green brand strategy drive sales and influence brand attitudes?
Sunday, June 11, 2017
Conventional wisdom dictates that brands should provide comfort to consumers and ease their pain. But a new study reveals circumstances when pain is welcomed.
Saturday, June 3, 2017
According to recent data, Americans are having less sex. They're also having fewer children. What does it mean for marketers?
Sunday, May 14, 2017
What marketers can learn from the fate of the social media's newest favorite failure.
Sunday, April 30, 2017
New research on gift giving suggests that experiential gifts deliver more bang for the buck in building personal relationships
Saturday, April 22, 2017
A fire hose of data both blesses and curses brand managers. The trick is not getting lost in the data or fogetting the humans it represents.
Saturday, April 15, 2017
In the quest to become indispensable to consumers more brands should consider how they can ritualize their brand experience
Sunday, April 9, 2017