Where today the retail market is largely divided by luxury, mid-tier, and discount, the coming decade will see the market more clearly bifurcate into two distinct retail approaches. Read more in BOF A New Era of Retail Is Coming By…
Brands are important and significantly valuable to companies because it gives legal property rights exclusive to the company, providing security for sustained future revenue, and gives the company strong competitive advantage in marketing. Read more in dreambox Why Are Brands…
What does a brand mean? More than ever, companies have the power to connect deeply with people and bring about change. They can influence the direction of larger culture and make an impact on the way other businesses think and…
Customers interact with your brand how they want to, and it won’t necessarily be how you think. Superfans and brand advocates will do what they think is in the brand’s best interests. The key is in harnessing all that power…
Brands, especially large brands with an established following, are already ahead of the game when it comes to driving social change. By mobilizing their consumers and investing in the resources to support the mission, they’re in a great spot to…
Four equally successful digital marketing models: Digital Branders, Customer Experience Designers, Demand Generators, and Product Innovators. A company’s focus for marketing investment might have elements of each, but odds are that one of these models represents the right marketing organization…
P&G launches corporate #WeSeeEqual campaign to fight gender bias , United Colors of Benetton promotes gender equality in India, UBS looks to ‘drive change through diversity. Watch 6 videos about her in marketingweek 6 Of The Best Campaigns Empowering Women By Leonie…
The cornerstone of Likeonomics is trust, because without it , being liked is impossible. T.R.U.S.T. also serves as an instructive acronym for the five essential qualities that build trust itself, which leads to being likeable, which leads to being a…
Corporate brands are more trusted today than either the government or the media, which provides them with a unique opportunity to help shore up media credibility. Executive brand voices also hold more consumer trust than the media, which is a…
The idea of using targeting to impact consumer behavior is nothing new. But the idea that the very act of using targeted content could impact consumer feelings is novel—and a potential opportunity for marketers. However, if the researchers’ premise holds…
