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man watching exciting advertisement
August 1, 2022

Whiz! Bang! Boom! Energetic Ads Hold Viewers’ Attention

Louder, busier commercials are the new norm. And they seem to be working.

person skateboarding while shopping on smartphone
May 3, 2022

For Brands, Perfection Is Out and Authenticity Is In

“It helps you seem more trustworthy and enjoyable, like a friend who is going to give you advice on what to buy.”

a person puts donuts into a bag next to a sign that reads "limit one"
May 3, 2022

The Psychological Factor That Helps Shape Our Moral Decision-Making

We all have a preferred motivation style. When that aligns with how we’re approaching a specific goal, it can impact how ethical we are in sticky situations.

April 1, 2022

To Boost Engagement, News Orgs Need to Reconsider the Click

Not all pageviews are equal. Indeed, some clicks actually spur people to unsubscribe from a site.

two people sitting back to back, one reading a digital tablet and the other a paper flyer.
March 8, 2022

We React Differently to Paper vs. Digital Requests

Our willingness to act virtuously changes depending on how we’re asked.

sales coach football play
February 3, 2022

Why Are Super Bowl Ads a Spectator Sport?

With the big game coming up, many fans are gearing up... to watch brands go toe-to-toe

people in 1967 and 2022 react to advertising
January 21, 2022

How Has Marketing Changed over the Past Half-Century?

Phil Kotler’s groundbreaking textbook came out 55 years ago. Sixteen editions later, he and coauthor Alexander Chernev discuss how big data, social media, and purpose-driven branding are moving the field forward.

person looking through binoculars at luxury products
January 4, 2022

Does Distance Make the Consumer’s Heart Grow Fonder?

New research finds that how far we’re standing from a product changes what we think of it.

person reads newspaper noting company's ESG initiative
January 4, 2022

Take 5: What Good Does It Do a Company to Do Good?

Kellogg faculty look at how ESG initiatives are received by investors, customers, and employees.

person checking phone for online reviews
December 1, 2021

The Internet Is Awash in Positive Product Ratings. Here’s How to Decipher the Good from the Great.

Forget stars and numeric ratings: a review’s language offers better clues to a product’s quality and likely success.

person with money deciding which box to put it in.
November 23, 2021

How You Can Make a More Positive Social Impact

A 3-step guide to becoming a more thoughtful consumer and donor.

Political advertisements on television next to polling place
November 1, 2021

How Much Do Campaign Ads Matter?

Tone is key, according to new research, which found that a change in TV ad strategy could have altered the results of the 2000 presidential election.

October 22, 2021

Is It Time to Raise Your Prices?

4 things for brands to consider as inflation provides more opportunities for growth.

woman chooses organic lettuce in grocery
October 4, 2021

Yes, Consumers Care if Your Product Is Ethical

New research shows that morality matters—but it’s in the eye of the beholder.

executive with devil horns presenting creative brief
September 29, 2021

7 Sins of the Creative Brief

Why having a bad creative brief—or no brief at all—can sink an advertising campaign.

person looks at data visualization on screens
September 15, 2021

See an Exciting Trend in That Chart? Proceed with Caution.

Some data-visualization techniques lead us to assume causality where it doesn’t exist.

a woman stands with her eyes closed in a forest clearing
September 7, 2021

How to Turn Your Pandemic Regrets into a Force for Good

Ruminating on all the things you didn’t accomplish? An expert on the psychology of regret explains why you should give yourself some grace.

Man at desktop computer with virtual hand reaching out to greet him
September 3, 2021

Marketers: Stop Dragging Your Feet and Start Using AI

Speed is a competitive advantage. A coauthor of the new book “The AI Marketing Canvas” explains why—and how—to get started.

four people wine tasting one takes notes
September 1, 2021

Expertise Can Be a Buzzkill

Becoming a subject-matter expert could dim your passion for the things you love.

customer at cannabis dispensary looks at product selection
August 4, 2021

Cannabis Now Comes in Coffee Pods and Peppermints. How Has That Changed Consumer Perceptions?

The answer has implications for both cannabis companies and policymakers.

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The Insightful Leader

August 11, 2022  ·  22:48 minutes
August 4, 2022  ·  1:34 minutes