Companies must carefully weigh potential outcomes before taking a public stance on important but controversial issues.
To reach Gen Z’s media-savvy digital natives, your marketing strategy needs to change.
It takes deep commitment and involvement to develop a brand strategy that embraces racial justice.
Dipanjan Chatterjee and Nick Monroe
Companies can use an array of tactics to make sure that their data products inspire action — and create value.
Barbara H. Wixom and Gabriele Piccoli
Which retail customers will return to in-person shopping as the economy reopens — and why?
Jonathan Knowles, Patrick Lynch, Russell Baris, and Richard Ettenson
Social distancing has renewed consumer interest in high-touch, full-service business models.
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.