influence
Experts, Shmexperts
When making your case, it's tempting to rely on experts. But consumers are increasingly shunning experts and relying on confident amateurs.
Sunday, August 6, 2017
essay
The Power of Pause
An order for shoes offers a case study in what's wrong with most email marketing and also reveals the seed of a cultural trend
Sunday, July 30, 2017
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
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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
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