Companies must carefully weigh potential outcomes before taking a public stance on important but controversial issues.
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.
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.