Marketing Strategy
The New Challenges of Brand Management
What brands stand for is shaped as much by the consumers who adopt them as the marketers behind them.
Marketing Approach
Latest
Marketing Strategy
The Pitfalls of Nickname Branding
Research shows that customers are less responsive when companies use brand nicknames in their marketing efforts.
AI & Machine Learning
When AI Investments Pay Off in Marketing
New research shows where marketers are seeing gains from AI and how to speed up payoffs.
Customers
Marketing With Generative AI: Harvard Business School’s Ayelet Israeli
On the Me, Myself, and AI podcast, Harvard Business School’s Ayelet Israeli discusses AI’s customer research potential.
Marketing Strategy
The Myth of the Mainstream
In a polarized culture, market to your brand’s top supporters, who can help build your fan base among skeptics.
Digital Marketing
Humanizing the Digital Experience in a Post-Pandemic Era
Marketers should prioritize digital and e-commerce initiatives to offer customers engaging virtual shopping experiences.
Customers
How Customer Connections Can Help Drive Decision-Making for Marketers
In a Q&A, Eventbrite CMO Tamara Mendelsohn discusses how the pandemic deepened the company’s connections with customers.
Customers
When We Don’t Own the Things We Use, Will We Still Love Them?
As consumers purchase access to goods rather than the goods themselves, their connections to brands will change.
Marketing Strategy
How Research Can Mislead Marketers on Brand Activism
Companies must carefully weigh potential outcomes before taking a public stance on important but controversial issues.
Digital Marketing
DIY With AI: The Home Depot’s Huiming Qu
Home Depot’s Huiming Qu discusses how the home improvement retailer leverages AI to improve the customer experience.
Leadership Skills
The Best of This Week
Digital collaboration tools, new brand strategies, and our 2021 Future of Leadership report.
Marketing Strategy
Advocating With Authenticity — Brands Getting It Right
Latia Curry outlines the steps a brand should take to communicate their values to customers.
Digital Marketing
Where Influencer Marketing Goes Wrong (and How to Fix It)
Influencer marketing offers a big return when done right. But many companies are doing it wrong.
Marketing Strategy
Why Personalization Matters for Consumer Privacy
Consumers’ concerns about data privacy are offset by a desire for personalized service.
AI & Machine Learning
Customer Centricity in the Digital Age
AI is making it possible for companies to reach a new level of customer-centric marketing.
Climate Change
Talking About Sustainability Can Drive Sales: Lessons From a Casino Giant
Caesars has found that telling customers about its green efforts leads to a boost in spending.
Digital Marketing
Don’t Let Marketing Personalization Kill Your Brand
Brands must focus on what their customers have in common — not what makes them different.
AI & Machine Learning
Machine Learning in the Travel Industry: The Data-Driven Marketer’s Ticket to Success
Travel marketers need to recognize and embrace analytical sophistication.
Digital Marketing
Deriving Value From Conversations About Your Brand
Online and off-line customer conversations about your brand require separate marketing strategies.
AI & Machine Learning
Machine Learning in the Retail Industry: Making a Strategic Investment in Technology
Retail companies that neglect machine learning do so at their peril.
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