Marketing Strategy
Business Unusual: The Pandemic Forces a Social Reset
The pandemic spurred a social reset, and companies must respond to customers’ and employees’ changed expectations.
Marketing Strategy
Latest
Content Sponsored by Brightcove
The Power of Video: Connecting, Storytelling, and Creating Messages That Resonate
Brightcove CMO Jennifer Griffin Smith discusses using video as an innovative tool for marketing.
Anne Stuart, MIT SMR Connections
Content Provided By Google
Skillful Brand Marketing: Increasingly Imperative for B2B Success
A new Boston Consulting Group study says brand marketing is increasingly critical for B2B success.
Customers
Making Meaningful Customer Connections in a New Era
MIT SMR’s upcoming Executive Guide will discuss how companies can adapt to meet customers’ shifting expectations.
Ally MacDonald
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.
Carey K. Morewedge
Developing Strategy
Three Ways to Sell Value in B2B Markets
Value-based selling can boost competitiveness but works best when vendors take one of three approaches.
Joona Keränen, Harri Terho, and Antti Saurama
Content Provided By Google
Online Learning: What Today’s Students Want — and Expect
College students will want online learning options even after the pandemic ends, a new survey says.
Marketing Strategy
The Brand Advantage That Will Lure Shoppers Back to Stores
New research highlights an opportunity for culturally rich brands to leverage brick-and-mortar stores to build brand loyalty.
Jonathan Z. Zhang
Content sponsored by Tata Consultancy Services
On the Brink of Change: Ushering in a Bold New Era in Travel
Executive Conversation: TCS and Travelport executives discuss a new era for the travel industry.
Sowmya Rajagopalan and Bates Turpen
Marketing Strategy
Avoiding the ‘Cringe Factor’ in Marketing to Gen Z
To reach Gen Z’s media-savvy digital natives, your marketing strategy needs to change.
Adrian Montgomery
Analytics & Business Intelligence
Understanding Decision-Driven Analytics
Bart De Langhe and Stefano Puntoni explain how organizations can make better decisions with data.
Bart de Langhe, Stefano Puntoni, and Ally MacDonald
Corporate Social Responsibility
Craft Your Brand Strategy to Ensure Racial Justice
It takes deep commitment and involvement to develop a brand strategy that embraces racial justice.
Dipanjan Chatterjee and Nick Monroe
Marketing Strategy
Advocating With Authenticity — Brands Getting It Right
Latia Curry outlines the steps a brand should take to communicate their values to customers.
Latia Curry and Elizabeth Heichler
Customers
As Stores Reopen, Which Customers Are Most Likely to Return?
Which retail customers will return to in-person shopping as the economy reopens — and why?
Jonathan Knowles, Patrick Lynch, Russell Baris, and Richard Ettenson
Customers
Competing on Customer Outcomes
Three kinds of revenue models make companies increasingly accountable for customer outcomes.
Marco Bertini and Oded Koenigsberg
Marketing Strategy
Is Your Brand Purpose at Risk of Being Obsolete?
Three trending emotional priorities show signs of becoming long-term fixtures in consumers’ collective conscience.
George Carey
Marketing Strategy
The Best of This Week
How brand owners can rebuild consumer confidence, and why leaders must invest in building trusted employee relationships.
The MIT SMR Editors
Marketing Strategy
The Cost of Confidence
Consumer confidence will be the new currency of business; here’s how companies can respond.
Brian Whipple and Mark Curtis
Developing Strategy
The Best of This Week
Pivoting in the pandemic, assessing supplier diversity initiatives, and creating a framework for discussing race.
The MIT SMR Editors
Marketing Strategy
Why Some Retailers Are Thriving Amid Disruption
In a global pandemic, a quick pivot to a digital business model may help retailers survive.