Good Brand Design Appeals to Consumers on an Unconscious Level
An excerpt from “Kellogg on Branding in a Hyperconnected World” uses an iconic brand—Coca-Cola—to illustrate the power of design thinking.
Researchers: Bobby J. Calder
March 12, 2019
Take 5: How to Build Customer Relationships That Last
Getting—and keeping—customer’s attention can be tough. Kellogg faculty offer tips.
Researchers: Mohanbir S. Sawhney, Bobby J. Calder, Michal Maimaran and Eric Leininger
December 6, 2018
How Businesses Can Best Use Content Marketing to Generate Leads
New research on B2B companies highlights an effective way to bridge the gap between sales and marketing.
Researchers: Wei-Lin Wang, Edward Malthouse, Bobby J. Calder and Ebru Uzunoglu
February 2, 2018
What Is a Brand Really Worth?
A global standard can help executives understand how powerful an asset they have.
Researchers: Bobby J. Calder
August 4, 2017
A New Way for Companies to Measure Consumer Engagement
Brands see value in connecting with customers through meaningful experiences. Research backs this strategy.
Researchers: Bobby J. Calder, Mathew S Isaac and Edward Malthouse
June 8, 2017
People Are Tweeting about Your Products. Will It Boost Sales?
Soliciting user-generated content can be a powerful way to engage customers.
Researchers: Edward Malthouse, Bobby J. Calder, Su Jung Kim and Mark Vandenbosch
December 2, 2016
Reframing the Poverty Problem
Marketing can help address social ills
Researchers: Bobby J. Calder, Richard Kolsky and Maria Flores Letelier
September 1, 2010
Don’t Interrupt Me Now
Media “transportation” and advertising effectiveness
Researchers: Jing Wang and Bobby J. Calder
December 2, 2008