Research

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

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

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

VERSUSstudio

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

Kelly Knox/Stocksy

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

Luca Pierro/Stocksy

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

Viktor Gladkov/Shutterstock

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