Branding
Managing Human Brands
When managing a human brand (including your own), there is one metric that matters most
Sunday, September 17, 2017
Research
Alex Wong/Getty
Branding
When Donald Met Chuck
One of the biggest political headlines this week offered a case study in a frequent brand challenge
Sunday, September 10, 2017
consumers
When Father Wants To Know Best
There's a new generation of Dads emerging. They're more engaged, more excited ... and more insecure than their predecessors.
Sunday, August 27, 2017
Lumina/Stocksy
marketing
Don't like me. Recommend me.
Word-of-mouth may be the most valuable form of promotion, but not all shout-outs are created equal.
Sunday, August 20, 2017
Everett Historical/Shutterstock
research
The Thing To Fear
Fear is on the rise. Conventional wisdom suggests this is bad for brands and for marketers. But new research suggests otherwise.
Sunday, August 13, 2017
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
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
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