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It’s Time to Update How Your Company Talks About Sustainability
Environmental sustainability Digital ArticleStrategies to move beyond traditional reports and connect emotionally with your stakeholders. -
A New Framework for Going Viral
Sales and marketing Digital ArticleThis research-backed roadmap can help brands proactively unpack, assess, and optimize their content’s potential. -
How to Get Celebrity Investors to Back Your Business
Sales and marketing Digital ArticleHigh-profile shareholders bring more than money—they bring reputation. -
Research: How to Advertise to Distracted Consumers
Advertising Digital ArticleIn a world full of distractions, your best strategy may be to embrace them. -
Why Marketers Are Spending Less on Social Media
Sales and marketing Digital ArticleA survey of nearly 300 marketing executives found social media investments at a seven-year low. -
Research: For Influencers, Showing Your Inner Circle Can Boost Engagement
Brand management Digital ArticleObservations from three experiments and a review of more than 55,000 Instagram posts. -
How Retailers Became Ad Platforms
Sales and marketing Digital ArticleIt’s a major growth opportunity — if companies can navigate the strategic challenges. -
Why the Influencer Industry Needs Guardrails
Marketing SpotlightAnd how to professionalize a maturing practice -
Winning at Influencer Marketing
Management Digital ArticleOver the past 20 years the social media influencer industry has completely rearranged the way information and culture are conceived, produced, marketed,... -
What Makes Some Ads So Powerful
Advertising Digital ArticleA guide for new marketers. -
The Right Way to Build Your Brand
Sales and marketing Magazine ArticleThe best ad campaigns make a memorable, valuable, and deliverable promise to customers. -
To Prove Your Company Isn’t Greenwashing, Endorse Smart Regulation
Advertising Digital ArticleIt’s the best way to show consumers that you practice what you preach. -
Are Your Ads Funding Disinformation?
Advertising Digital ArticleOnline advertising is opaque and often funnels money to sites that can damage your brand. Here’s how companies can protect themselves. -
Marketing When Budgets Are Down
Marketing Digital ArticleHow enterprise leaders can deliver results in scarce times — and build the capabilities to fuel future growth. -
How the Best Brand-Influencer Partnerships Reach Gen Z
Sales and marketing Digital ArticleFive lessons from companies leaning into the creator economy. -
A New Gold Standard for Digital Ad Measurement?
Technology and analytics Digital ArticleAs the digital ad measurement landscape changes, companies should consider marketing mix models calibrated with ad experiments. -
High-Tech Touchpoints Are Changing Customer Experience
Customer experience Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
B2B Sales Culture Must Change to Make the Most of Digital Tools
Customer experience Digital ArticleYou can’t deliver a modern customer experience with a dated approach. -
8 Best Practices for Creating a Compelling Customer Experience
Customer strategy Digital ArticleTakeaways from an analysis of the American Customer Satisfaction Index.
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AI First: The Playbook for a Future-Proof Business and Brand
Management Book32.00View Details AI is going to change brand strategy and marketing forever. Are you ready? What does the rapid rise and astonishing rate of improvement of AI mean for... -
The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things
Management Book32.00View Details Porsches for soccer moms? Finance bros in Patagonia? Drive-through Starbucks? What happens when your growth strategy creates conflict between customers?... -
MilkPEP: You're Gonna Need Milk for That
Management Case Study11.95View Details In 2024, the US-based Milk Processor Education Program (MilkPEP) hosted two tentpole events. Both events were part of larger initiatives by MilkPEP to... -
Volkswagen Brazil: When Artificial Intelligence Is Used to Resurrect an Artist to Sell Cars
Management Case Study11.95View Details This case deals with the controversy surrounding a commercial produced by Volkswagen Brazil in July 2023 to celebrate the 70th anniversary of its arrival... -
Using AI to Assess Creative Concepts (HANDOUT 1)
Management Case Study5.00View Details In this case, students use generative AI in a hands-on scenario to analyze its role in making creative decisions. Students assume the part of Julie Daum,... -
Using AI to Assess Creative Concepts (HANDOUT 2)
Management Case Study5.00View Details In this case, students use generative AI in a hands-on scenario to analyze its role in making creative decisions. Students assume the part of Julie Daum,... -
Using AI to Assess Creative Concepts
Management Case Study11.95View Details In this case, students use generative AI in a hands-on scenario to analyze its role in making creative decisions. Students assume the part of Julie Daum,... -
Emotional Marketing: Using Social Taboos, Embarrassment and Fear
Management Case Study11.95View Details The use of intense emotions in marketing campaigns is not unusual. This case illustrates the use of negative emotions in advertising in order to decrease... -
Media Moonshot: Fred Seibert on the Launch of MTV and Entertainment's Branding Revolution
{{MajorSubject}} Case Study11.95View Details Fred Seibert's career exemplifies how innovation and strategic branding can transform the entertainment industry. At MTV, he disrupted traditional television... -
Dylan Mulvaney and Bud Light
Management Case Study11.95View Details On April 1, 2023, social media content creator and influencer Dylan Mulvaney recorded a promotional post. It featured a video of herself drinking from... -
Pernod Ricard: Uncorking Digital Transformation
Management Case Study11.95View Details This case study explores the opportunities and challenges of the digital transformation journey of French wine and spirits company Pernod Ricard. As part... -
Arredondar Movement: Expanding Micro-Donations in Brazil
Sales & Marketing Case Study11.95View Details Arredondar was a nongovernmental organization (NGO) whose objective was encouraging the culture of donation in Brazil through acts of micro-donations.... -
BeM: A Start-Up's Journey through Online Product Reviews
Management Case Study11.95View Details The product recommendation website BeM was launched in 2020 in Brazil to explore the significant and untapped potential of the country's online reviews... -
Avocados from Mexico: Success in an Omnichannel World
Management Case Study11.95View Details Avocados from Mexico (AFM) is a marketing organization that exists to 1) build brand equity for avocados exported from Mexico to the United States and... -
Prabhu Murthy Industries: To Trust or Not to Trust
Management Case Study11.95View Details On July 15, 2022, the senior marketing manager of Prabhu Murthy Industries Limited participated in a high-priority meeting attended by all of the company's... -
SundaySky: Changing Customer Experiences Through Personalized Video
Management Case Study11.95View Details In June 2023, SundaySky CEO Jim Dicso considers growth strategies. The software-as-a-service company provided software to create advertising videos, customer... -
Corona Confectionery Egypt: At a Crossroads
Management Case Study11.95View Details Alexandria Confectionery & Chocolate Company (trading as Corona), led by chief executive officer Shady Farid, grappled with a post-pandemic downturn in... -
Adventures Inc: 21st Century Brand Building
Management Case Study11.95View Details Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity's skill... -
Uncle Nearest: Creating a Legacy
Management Case Study11.95View Details Fawn Weaver, as a Black woman and industry outsider in a capital-intensive, highly regulated, competitive and male-dominated spirits industry, successfully... -
TV Advertising Pricing at Regional Broadcast Network (A)
Management Case Study11.95View Details Eric Hughes, advertising sales manager at Regional Broadcast Network (RBN), needs to avoid a takeover by increasing revenue from ad sales. Currently,...
