Branding

Showing 1-20 of 58

Paharia-1000

The Upside to Large Competitors

New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations. In six lab and field studies, the authors explored the effects of having a large, dominant competitor and found advantages in highlighting a competitor’s size and proximity. “Small brands see consumer support go up when they are faced with a competitive threat from large brands,” write the authors. “This support translates into higher purchase intention, more purchases and more favorable online reviews.”

Image courtesy of Flickr user Michael / Hello Turkey Toe. https://www.flickr.com/photos/helloturkeytoe/8782246559
Free Article

After a Social Media Gaffe: How to Recover and Not Dig a Bigger Hole

It was late at night when a staffer from the American Red Cross accidentally sent a personal tweet from the organization feed. Unfortunately, it was a tweet about beer. Immediately, there were thousands of tweets in response saying, “The Red Cross is drunk.” Wendy Harman, director of Red Cross information management and situational awareness in disaster cycle services, says that what happened next was a product of being prepared for social media mistakes and trusting that a little humor would help.

Image courtesy of Flickr user Rik Panganiban. https://www.flickr.com/photos/rikomatic/7508427970
Free Article

Would You Wear Red Sneakers to Work? Should You?

  • Blog
  • Read Time: 3 min 

Being a little quirky in clothing choices leads to positive inferences of status, confidence and competence — when observers think the choices are made with deliberateness. From a psychological standpoint, intentional deviance can signal that one has the autonomy to act according to one’s own inclinations, write the authors, who are all affiliated with Harvard Business School. On the other hand, nonconformists do risk not having a comfort zone and “the benefits of following the crowd.”

Mount-1000

Rejuvenating a Brand Through Social Media

When Nestlé UK invited customers to vote for a new chocolate bar flavor, the company’s target customers participated in droves. By leveraging social media for the Kit Kat brand, the company was able to build positive word of mouth through consumers who became brand advocates; increase sales; and generate a higher return on investment. The process followed a four-step framework that any company can use to extract valuable information from the vast amount of data generated by social media.

Image courtesy of Flickr user Peyri Herrera.
Free Article

The Big Upside of Customer Participation

  • Blog
  • Read Time: 2 min 

Encouraging customers to provide feedback and recommendations directly to a company engages them in valuable ways. Researchers looked at customers of a global bank who engaged in either positive word of mouth, or provided suggestions, or both. They found that customers who ranked high in participation tended to purchase more products and services. In other words, participation was more closely associated with customer spending than word of mouth was.

advertisement

Cayla-1000

Stories That Deliver Business Insights

Companies are gaining value from ethnography, the in-person study of how people actually use a product or service. Through its attention to the details of people’s lives, ethnography can be a powerful tool to help executives gain insights into their markets. Ethnographic stories can also be indispensable in helping executives rethink their assumptions about what customers care about and about overall strategic direction.

Blackshaw-1000

How Digital Acceleration Teams Are Influencing Nestlé’s 2,000 Brands

  • Interview
  • Read Time: 14 min 

Nestlé is taking digital vitamins, using a leadership and social media training program called the Digital Acceleration Team to spread knowledge of how to operate brands across different mediums. Pete Blackshaw, global digital marketing chief at Nestlé, talks about the benefits of spreading digital vitamins, discusses adaptive marketing. and acknowledges the ongoing “torture tests” social media presents for companies.

malhotra-500

How to Create Brand Engagement on Facebook

Brands have embraced Facebook Inc. as a key marketing channel to drive engagement and brand awareness. The question is whether some brand content creates more brand engagement on Facebook than others. A recent study coded more than 1,000 wall posts from 98 global brands, aiming for a better understanding of how different wall-post attributes impact the number of “likes,” comments and “shares” a post receives. This article offers up the results of that study, for brand managers to act on.

adjei-500

Enhancing Relationships With Customers Through Online Brand Communities

Online brand communities can bring customers closer to a brand, generate “buzz” and enhance brand loyalty. Yet, important as online brand communities are to consumer markets, little is known about the role they play in consumer decision-making. Although the popularity of online brand communities as a means of gathering pre- and post-purchase information continues to grow, knowledge about how to effectively manage those conversations remains scant.

advertisement

crown-500
Free Article

Fighting “Not-Sold-Here” Tendencies

  • Blog
  • Read Time: 2 min 

“Not-sold-here” tendencies, the instinct to not want to give away a company’s “crown jewels” through strategic licensing, are an impediment for companies looking to pursue open innovation practices. Monetary and non-monetary incentive mechanisms in support of technology transfer, such as an open innovation award, can help break this instinct.

Image courtesy of Flickr user kenjonbro.

What Really Happened to Toyota?

Consumers were surprised in October 2009 by the first of a series of highly publicized recalls of Toyota vehicles in the United States. Citing a potential problem in which poorly placed or incorrect floor mats under the driver’s seat could lead to uncontrolled acceleration in a range of models, Toyota announced that it was recalling 3.8 million U.S. vehicles. The article discusses two root causes for Toyota’s quality problems.

Image courtesy of Flickr user eszter.

Why Every Project Needs a Brand (and How to Create One)

Project leaders should sequence and articulate messaging about their projects in the same way a marketing manager would organize an external branding effort to promote a company’s products and services. Just as product branding creates awareness and sustains value in the minds of an organization’s external customers, shareholders, and constituents, a brand mindset can empower a project leader to develop strategically-timed messages to create visibility and engagement among key targets.

advertisement

sust-report-2011-500
Free Article

Sustainability: The ‘Embracers’ Seize Advantage

This report on the second annual Sustainability & Innovation Global Executive Study by MIT Sloan Management Review and The Boston Consulting Group reveals two distinct camps of companies: “embracers” — those who place sustainability high on their agenda — and “cautious adopters,” who focus more on energy cost savings, material efficiency, and risk mitigation. The report identifies seven practices exhibited by embracers, which together begin to define sustainability-driven management.

Image courtesy of Microsoft.

Can You Measure the ROI of Your Social Media Marketing?

Effective social media measurement turns the traditional ROI approach on its head: "managers should begin by considering consumer motivations to use social media and then measure the social media investments customers make as they engage with the marketers’ brands."

Showing 1-20 of 58