The best consumer strategies start with knowing where and why people shop for your product.
- The author of Hooked recommends four books for the leaders of consumer companies seeking to create habit-forming products and services.March 8, 2017 by Theodore Kinni
- The Pokémon Go craze may have faded, but it provides clues for retailers using technology to engage consumers.
- Traditional marketing tends toward rigidity and long-range planning, but firms must break out of this framework to exploit unexpected, one-off events.February 23, 2017 by Matt Palmquist
- INSEAD’s David Dubois on how companies and their customers communicate in the digital age.February 20, 2017 by Shellie Karabell
- Popular commercials aired during the big game can drive up a firm’s stock price, but only if the brand is relatively unknown or has a flagging reputation.February 1, 2017 by Matt Palmquist
- Although manufacturers can derive some short-term benefits from unauthorized retailers, outright bootlegging is harmful to profits and reputation.January 12, 2017 by Matt Palmquist
- Few have resolved the tension between identity and growth as masterfully as the coffee chain’s CEO.
- Technology and advanced analytics are breathing new life into an industry that had grown tired.November 15, 2016 by David Meer
- The use of humor in job listings posted on the Internet can grab people’s attention, but it may turn them off to the actual job and company being advertised.November 10, 2016 by Matt Palmquist
- The service sector needs to break away from old manufacturing-oriented habits and build great consumer experiences into every facet of its business model.
- Being recognized as an international brand is usually a decided competitive advantage. But some markets and certain consumers prefer local firms.October 20, 2016 by Matt Palmquist
- When a product loses consumer appeal, it’s usually because the company’s support system has broken down.October 19, 2016 by Rodger Howell
- Target is the latest retailer to double down on mini versions of its stores — and hopes to avoid others’ pitfalls.October 18, 2016 by Michelle Gerdes
- Lasting confidence in a company is built one customer interaction at a time.October 17, 2016 by Eric J. McNulty
- Customers who don’t hit the target to qualify for a reward are apt to hold it against the company and make fewer subsequent purchases.October 13, 2016 by Matt Palmquist
- Starbucks undergoes a media makeover.October 10, 2016 by Peter Lauria
- In mature product categories, the top companies usually compete fiercely for one another’s customers. But they might be better off focusing on the fringe consumers who haven’t yet picked a side.August 25, 2016 by Matt Palmquist
- Appealing to the cultural and economic specifics of a foreign market is the key to getting consumers to shop more frequently and spend more.August 11, 2016 by Matt Palmquist
- The high-end grocery company is using its newly formed 365 chain to experiment with new business practices.July 29, 2016 by Michelle Gerdes
- Can a controversial dating site regain trust by rebranding itself?July 20, 2016 by Michelle Gerdes
- Budgets for online video programming are growing, at the expense of television advertising.July 7, 2016 by Catharine P. Taylor
- It shouldn’t be surprising that the storied food company brought in a healthcare executive as its next leader.June 29, 2016 by Michelle Gerdes
- In order to build engagement and loyalty in a climate of intense competition and distraction, media companies have to understand their customers, viewers, and readers as fans.June 7, 2016 by Erin Reilly
- The firm’s CEO explains how the global agency is deploying its resources to connect effectively with clients and consumers across industry and geographic borders.
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