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.
- As the thriving sector matures, new growth strategies will be necessary.
- 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 Palmquist
- Chip and Dan Heath explain how to add defining moments to your customer experience.November 22, 2017 by Theodore Kinni
- Steady ProgressNovember 7, 2017 by Catharine P. Taylor
- While central banks puzzle about the lack of inflation, the e-commerce giant’s swift move to slash prices at Whole Foods shows how business is keeping prices down.August 30, 2017 by Daniel Gross
- It’s tempting to dismiss a wild idea, but if respected it can be a springboard for finding synergies and new ways of doing things.August 17, 2017 by George E.L. Barbee
- Wharton professor David Robertson defines a “Third Way” of creating new products and services.August 2, 2017 by Theodore Kinni
- How to capitalize on the boom in craft liquors.
- 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 Palmquist
- The simplest way to reduce customer churn is to commit to and deliver real value.June 19, 2017 by Elizabeth Doty
- Tips for long-term survival in what has become a short-term role.June 1, 2017 by David Clarke
- Capturing the strategic advantages of fan-centric businesses requires functional transformation.May 8, 2017 by Christopher A.H. Vollmer
- As tasks such as ad placement are becoming automated, it’s obvious that machines will need to make a huge leap to discern context.March 30, 2017 by Daniel Gross
- Get to know your highest-volume customers, and fill the satisfaction gaps that they won’t tell you about.March 20, 2017 by George E.L. Barbee
- 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
- Radio companies may be better positioned than they realize to provide entertainment to commuters, but they’ll need to rethink their business models.
- INSEAD’s David Dubois on how companies and their customers communicate in the digital age.February 20, 2017 by Shellie Karabell
- Consumers who use mobile apps tend to make more-frequent purchases, spend less per transaction, and return items more often than those who don’t.January 19, 2017 by Matt Palmquist
- Author Tim Wu argues that the Internet’s descent into clickbait and trivia is only the latest chapter in a long history of advertisers grabbing our attention.January 18, 2017 by Edward H. Baker
- Beyond revenue, customers who are obsessed with a product don’t just provide valuable insight but are a conduit to new markets.January 11, 2017 by Catharine P. Taylor
- The growing array of immersive entertainment experiences carries unforeseen implications for content owners and creators.
- When it comes to consumer goods, infrequent purchasers, not faithful customers, seem to drive market-share growth.December 8, 2016 by Matt Palmquist
All articles tagged: marketing
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