How to discover your organization’s story
Asking questions about what leaders and colleagues value can unearth authentic narratives.
How fake news can taint a brand’s image
When a company’s ads run next to fabricated articles, its reputation suffers.June 6, 2019 by Matt PalmquistRelated tags: advertising, brand, digital marketing, fake news, marketing, recent research, social mediaRethinking Brand You
Excellence provocateur Tom Peters sharpens the career advice he’s been giving for the past 20 years.May 24, 2019 by Art KleinerFive Standards for Responsible AI Use
Business leaders must implement artificial intelligence in a principled way to optimize customer experience and earn people’s trust.December 10, 2018 by Adam Lai and Matt KuperholzRelated tags: algorithms and strategy, analytics, artificial intelligence, big data, brand, ceo, customer experienceThe Power of Price Points
Customer segmentation is not just a revenue tool, but also a way to achieve excellence in execution.October 17, 2018 by Thomas A. Stewart and Patricia O’ConnellRelated tags: airline industry, brand, consumers, customer experience, customer segmentation, customer service, strategic planningSpecial Isn’t What You Think
What are the four hallmarks of a company that truly stands apart from the rest?September 21, 2018 by David ClarkeYour 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 Palmquist
All articles tagged: brand
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