Small and midtier brands have unique opportunities to provide value in the new consumer environment.
Jonathan Knowles, Richard Ettenson, Patrick Lynch, and Joseph Dollens
Social listening — analyzing what consumers say on social media — can serve as a treasure hunt map.
Pedro Yip and Vincent Blaclard
Caesars has found that telling customers about its green efforts leads to a boost in spending.
Online and off-line customer conversations about your brand require separate marketing strategies.
Brad Fay, Ed Keller, Rick Larkin, and Koen Pauwels
Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.
Renée Richardson Gosline, Jeffrey Lee, and Glen Urban
How much choice do people really want? Default rules, which establish decision-making starting points, can help.
Organizations can encourage customers to be fair so that freeloaders won’t ruin pay-as-you-wish pricing.