Special Isn’t What You Think
What are the four hallmarks of a company that truly stands apart from the rest?
Your Company’s Purpose Isn’t to Save the World
Many companies confuse purpose programs with corporate responsibility. Here’s how to craft an authentic and effective purpose statement.September 5, 2018 by Alan SiegelRelated tags: brand, business purpose, communication, corporate social responsibility, effectiveness, engagement, marketingDanny Meyer’s Recipe for Success
How the restaurant mogul behind Union Square Cafe, Shake Shack, and many other dining destinations uses culture to drive scale. See also “Building a Culture of Hospitality: Danny Meyer’s Team Prepares for Service.”June 20, 2018 by Ann GrahamHospitality in Action: Danny Meyer Sets the Table at Union Square Cafe
Scenes from Union Square Cafe as the staff gets ready to open for the day show the company’s culture of “enlightened hospitality” in action. For more insight, read “Danny Meyer’s Recipe for Success.”June 20, 2018Closing the Gap between What Consumers Want and What They Get
People want more human touch in their shopping experiences, but in this increasingly digital, automated world, how can brands deliver?April 11, 2018 by Amy EmmertRelated tags: brand, consumer insights, consumer trends, customer service, digitization, marketing strategies, recent researchWhen Cookie Monster Goes on a Diet
Consumers’ bonds with brand characters are much like trusted friendships. And when that old pal gets a makeover, certain consumers will be resistant to the change.March 9, 2018 by Matt PalmquistRelated tags: advertising, brand, consumers, marketing, recent research, social responsibility, trustRewards Cards Test the Limits of Customer Loyalty
How I liberated myself from points and why it matters to your company.January 25, 2018 by Eric J. McNultyRelated tags: airline industry, big data, brand, consumers, consumer trends, digital marketing, marketing strategies, retail trendsFour Rules for Courting the 21st-Century Customer
In the era of social media and big data, maintaining consumer relationships is a lot trickier than it used to be.November 27, 2017 by Matt PalmquistUniqlo Addresses Retail Woes with High-Tech Vending Machines
A small but growing number of retailers and restaurants are experimenting with selling their wares through unstaffed kiosks, often linked to apps and e-payment systems.August 15, 2017 by Michelle GerdesRelated tags: brand, consumer trends, digital retail, economy, innovation, retail trends, technologyChipotle Takes Another Hit to Reputation, Stock Price
This month’s closure of a burrito shop for possible norovirus shows how vulnerable a company’s image is in the digital age.July 21, 2017 by Michelle Gerdes140 Characters Can Make or Break Your Brand
An informal social media style can backfire on an unknown company or boost trust among an audience that is already familiar with the firm.July 20, 2017 by Matt PalmquistA Strategist’s Guide to the Digital Grocery
As Amazon and Walmart disrupt the grocery industry, smart retailers can compete by plying their wares in a technologically enabled way.July 10, 2017 by Tim Laseter, Steffen Lauster, and Nick HodsonSpeed Meets Variety in Amazon’s Deal for Whole Foods
The $13.7 billion agreement may help both retailers overcome some of their biggest hurdles.June 16, 2017 by Michelle GerdesRelated tags: brand, consumer packaged goods, consumers, consumer trends, deals, retail trends, strategy, technologyConnecting the Dots from Brand to Demand
The best consumer strategies start with knowing where and why people shop for your product.April 19, 2017 by Emre Sucu, Matt Egol, and Edward C. LandryRelated tags: analytics, brand, capabilities, consumer packaged goods, customer segmentation, data, digital marketingNir Eyal’s Required Reading
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 KinniWhy Augmented Reality Will Be the Next Revolution in Retail
The Pokémon Go craze may have faded, but it provides clues for retailers using technology to engage consumers.February 27, 2017 by Kamil Klamann and Sekoul KrastevRelated tags: analytics, brand, digital marketing, digital retail, digitization, e-commerce, gaming, marketing, retailing, retail trendsTurn a Growth Bump into a Boon
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 PalmquistThe Digital Marketing Value Loop
INSEAD’s David Dubois on how companies and their customers communicate in the digital age.February 20, 2017 by Shellie KarabellDoing the Super Bowl Ad Math
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 PalmquistA Silver Lining in Gray Markets? It’s Complicated.
Although manufacturers can derive some short-term benefits from unauthorized retailers, outright bootlegging is harmful to profits and reputation.January 12, 2017 by Matt PalmquistHow Howard Schultz’s Angel Poised Starbucks for Success
Few have resolved the tension between identity and growth as masterfully as the coffee chain’s CEO.January 10, 2017 by Thomas A. Stewart and Patricia O’ConnellA Renaissance in Marketing?
Technology and advanced analytics are breathing new life into an industry that had grown tired.November 15, 2016 by David MeerRelated tags: advertising, analytics, brand, cmo, data analytics, digital retail, marketing, retail trends, social mediaThe Pros and (Mostly) Cons of Cracking Wise in Online Job Ads
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 PalmquistRelated tags: advertising, brand, digital marketing, human resources, marketing, recent research, researchThe Art of Customer Delight
The service sector needs to break away from old manufacturing-oriented habits and build great consumer experiences into every facet of its business model.November 1, 2016 by Thomas A. Stewart and Patricia O’ConnellWhen Companies Should, and Shouldn’t, Tout Their Global Reach
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 PalmquistRelated tags: brand, consumer insights, consumer trends, globalization, marketing strategies, multinationals
All articles tagged: brand
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