It takes deep commitment and involvement to develop a brand strategy that embraces racial justice.
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.
Jonathan Knowles, Richard Ettenson, Patrick Lynch, and Joseph Dollens
Co-op advertising lags behind consumers’ and marketers’ needs — here’s how it needs to change.
MIT SMR Connections
Influencer marketing offers a big return when done right. But many companies are doing it wrong.
Caesars has found that telling customers about its green efforts leads to a boost in spending.
Brands must focus on what their customers have in common — not what makes them different.
Improving customer experience offers more long-term benefits than “earn-and-burn” loyalty programs.
Jess Huang, Phyllis Rothschild, and Jamie Wilkie
Branding, a process used by marketers, can also be used internally to build excitement for projects.
Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.