Better-informed decisions on customer relationship conversion, leverage, and defense can drive revenue and lower costs.
Marketers should prioritize digital and e-commerce initiatives to offer customers engaging virtual shopping experiences.
Companies earn customers’ respect and loyalty when their brands enable, entice, and enrich them.
Andreas B. Eisingerich, Deborah J. MacInnis, and Martin Fleischmann
The pandemic spurred a social reset, and companies must respond to customers’ and employees’ changed expectations.
A new Boston Consulting Group study says brand marketing is increasingly critical for B2B success.
MIT SMR’s upcoming Executive Guide will discuss how companies can adapt to meet customers’ shifting expectations.
As consumers purchase access to goods rather than the goods themselves, their connections to brands will change.
Carey K. Morewedge
Companies must carefully weigh potential outcomes before taking a public stance on important but controversial issues.
Kimberly A. Whitler
New research highlights an opportunity for culturally rich brands to leverage brick-and-mortar stores to build brand loyalty.
Jonathan Z. Zhang
It takes deep commitment and involvement to develop a brand strategy that embraces racial justice.
Dipanjan Chatterjee and Nick Monroe
Latia Curry outlines the steps a brand should take to communicate their values to customers.
Latia Curry and Elizabeth Heichler
Small and midtier brands have unique opportunities to provide value in the new consumer environment.