Most marketers shy away from horror experiences because they worry it will be too controversial for their brand. But there's a strong case to be made for the power of fright. In this podcast, we interview filmmaker Matt Kaplan and researcher Lea Dunn to explore the ways that fear can be used by brands to forge a bond with their customers.
Tuesday, January 16, 2018
The Fyre Festival was one of the biggest cultural trainwrecks of 2017. But it holds important lessons about the power of social media and the allure of influencers. In our first podcast, we interview filmmaker Nicco Quiñones and culture analyst Linda Ong for insight on what it means for marketers.
Tuesday, January 16, 2018
Most marketers subscribe to the belief that preference leads to choice. Yet consumers often choose against their preferences. A new study reveals why.
Sunday, January 7, 2018
Consumers have five senses. Yet marketers focus most attention on two alone. New research suggests that's a big mistake.
Sunday, December 10, 2017
Cause marketing is on the rise in response to growing consumer interest. But should your brand give cash or donate in-kind?
Sunday, December 3, 2017
Pet ownership has surged in the US, and so, too, have attitudes and perceptions about the role of pets in our lives.
Sunday, November 19, 2017
Kristen Curette Hines and Danil Nevsky/Stocksy
While more and more brands switch their advertising spend to social media channels, how much of that spend leads to a direct sale?
Sunday, November 12, 2017
Studio Six/Stocksy
New research reveals that consumers get a little more carefree with beloved devices when an upgrade is on the horizon
Sunday, November 5, 2017
H&M/Erdem
Gender marketing is a skills test and a risky endeavor that punishes more often than it rewards. America's evolving attitudes and opinions about gender lie at the heart of the challenge.
Sunday, October 29, 2017