Companies must carefully weigh potential outcomes before taking a public stance on important but controversial issues.
Latia Curry outlines the steps a brand should take to communicate their values to customers.
Latia Curry and Elizabeth Heichler
Brands must focus on what their customers have in common — not what makes them different.
Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.
Renée Richardson Gosline, Jeffrey Lee, and Glen Urban
The ideal role of marketing was articulated 60 years ago. How close to the ideal have we come?