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
Helen H. Richardson/Getty Images
branding
Symbols and Stereotypes
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
ESPN
brands
Is ESPN Destined to Become the Next Ticketmaster?
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
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branding
From Badging to Hacking
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
strategy
Are You In or Not?
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
research
Do Brands Do Better by Going Green?
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
experience
No Pain. No Gain.
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
consumers
Sex and Brands
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