Marketing Strategy

To reach Gen Z’s media-savvy digital natives, your marketing strategy needs to change.

Bart De Langhe and Stefano Puntoni explain how organizations can make better decisions with data.

It takes deep commitment and involvement to develop a brand strategy that embraces racial justice.

Latia Curry outlines the steps a brand should take to communicate their values to customers.

Which retail customers will return to in-person shopping as the economy reopens — and why?

Three kinds of revenue models make companies increasingly accountable for customer outcomes.

Three trending emotional priorities show signs of becoming long-term fixtures in consumers’ collective conscience.

How brand owners can rebuild consumer confidence, and why leaders must invest in building trusted employee relationships.

Consumer confidence will be the new currency of business; here’s how companies can respond.

Pivoting in the pandemic, assessing supplier diversity initiatives, and creating a framework for discussing race.

In a global pandemic, a quick pivot to a digital business model may help retailers survive.

Strategy hijacks — situations in which companies must adjust their strategies due to consumer backlash — can be predicted and avoided.

Identifying postcrisis opportunities, marketing to nonbinary genders, and prioritizing during supply chain disruption.

Brands can no longer rely solely on outdated tropes to connect with increasingly diverse consumers.

Small and midtier brands have unique opportunities to provide value in the new consumer environment.

Experience disrupters, leading up, COVID-19’s economic impact, and building effective teams.

Companies using e-commerce sites like Amazon must work to maintain a strong brand identity.

Social listening — analyzing what consumers say on social media — can serve as a treasure hunt map.

Companies already use data to make marketing decisions. Will deep learning enable a leap forward?

Innovations from the front office are keeping fans engaged and disrupting the staid order in sports.