Marketing Strategy

To best understand your customers, segment them based on the strength of their relationship with your brand.

What brands stand for is shaped as much by the consumers who adopt them as the marketers behind them.

Research shows that customers are less responsive when companies use brand nicknames in their marketing efforts.

Research reveals eight types of consumers, whose commitment to and willingness to pay for sustainable products varies.

How companies can take advantage of the vast commercial opportunity presented by customer demand for sustainable solutions.

Generative AI is already affecting how creative professionals work. Prepare now for more disruption.

Many marketing teams struggle to identify metrics that will support business strategy. A change in approach can help.

Recent research shows that social media influencers with small audiences can deliver big payoffs for brands.

Identify and address ageism to avoid disconnects with employees and customers and find new business opportunities.

Marketing leaders who understand the full value of a benefits-first perspective can help their companies better compete.

Companies are best served by a CMO whose skills and knowledge align with their needs at their particular growth stage.

Recent research finds that influencers with fewer followers have higher engagement than those with higher counts.

Savvy companies recognize that, with their support, employee-creators could become their best social media assets.

Struggling physical stores can draw in customers by offering in-store experiences that online shopping can’t replicate.

New research shows where marketers are seeing gains from AI and how to speed up payoffs.

The dueling fortunes of two hot sauce companies demonstrate the power of strategic diversification.

These five steps can help you burnish your employer brand and meet the challenge of talent acquisition.

Brands and retailers should be thinking more expansively about where they engage with customers to sell their products.

What’s this year’s average marketing budget? Bad question: That figure misleads marketers who want to benchmark spending.

On the Me, Myself, and AI podcast, Harvard Business School’s Ayelet Israeli discusses AI’s customer research potential.