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Marketing

Four Steps Marketers Can Take to Navigate the Pandemic

Step one: Press pause. Step two: Rethink everything.

woman banks through her smartphone
Marketing

When Building Your Brand, First Find Your Purpose

A conversation with the CMO of online bank Ally about staying committed to your company’s purpose as the organization grows.

Marketing

When Do We Identify with the Bad Guy?

What started as research into consumer psychology led to deeper questions about human nature.

Marketing

How B2B Companies Can Up Their Customer Experience Game

Most companies focus on their own sales targets. They should be focusing on their clients’.

Marketing

Take 5: How to Be a Savvy Holiday Shopper

Kellogg researchers explain the psychology of consumer decision-making.

Data Analytics

How Companies Can Mine Online Reviews for Product-Development Gold

The right techniques can uncover valuable insights in user-generated content.

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A salesperson tries storytelling to market a product.
Marketing

Stories Can Be Powerful Persuasive Tools. But It’s Important to Understand When They Can Backfire.

New research reveals why sometimes sticking to the facts is your best bet.

robot delivers lemonade to thirsty customer
Marketing

It’s Time to Radically Rethink the Customer Experience. Here’s How to Get Started.

To provide millions of personalized interactions, organizations will need to lean heavily on automation and AI.

First impressions of groups matter
Marketing

First Impressions Matter for Groups, Too

Labeling something or someone as “first” can have a dramatic effect on our perceptions of those who follow.

Marketing

Too Many Options? Here’s a Data Visualization Technique That Can Lead to Better Decisions.

It’s a surprisingly simple way to thwart our irrational impulses.

Take 5: What You May Not Know about Advertising

Research reveals how ads can affect shopping behavior, elections, and even our health.

Marketing

How Anger Can Help Us Make Better Decisions

Yes, you read that right: Sometimes being mad helps you focus on what you want.

Policy

We’re at a Data Privacy Crossroads. Where Do We Go From Here?

What individuals, regulators, and companies need to consider as we live more of our lives online.

Marketing

Take 5: The Psychology of Healthy Eating

Opting for a salad instead of a steak can be hard. Research from Kellogg can help.

Marketing

How to Create a Brand Name That Works

Tide. Peloton. I Can’t Believe It’s Not Butter. The best names share four traits, according to an excerpt from Kellogg on Branding in a Hyperconnected World.

Marketing

The Dos and Don’ts of Repositioning Your Brand

This “strategy of last resort” should not be undertaken lightly. An excerpt from Kellogg on Branding in a Hyper-Connected World.

Marketing

Want Your Kids to Eat More Healthy Food? Offer Them Less.

Here’s a counterintuitive way to make carrots more “yummy.”

Marketing

The Dos and Don’ts of Repositioning Your Brand

This “strategy of last resort” should not be undertaken lightly. An excerpt from Kellogg on Branding in a Hyper-Connected World.

Marketing

Want Your Kids to Eat More Healthy Food? Offer Them Less.

Here’s a counterintuitive way to make carrots more “yummy.”

Marketing

A Surprisingly Simple Way to Encourage Customers to Take a Risk

How certain kinds of visuals can inspire people to be more adventurous.

Customer Research in all seasons.
Marketing

5 Ways to Know Your Customer Better Than Your Competitors Do

For starters, get out of the office and find your end users.

Moviegoer looking at ipad in Times Square.
Marketing

What You Need to Know about the Newest Frontier of Brand Storytelling

An excerpt from Kellogg on Branding in a Hyper-Connected World explores the power of a “transmedia” approach.

Policy

Do Police Body Cameras Provide an Impartial Version of Events?

New research reveals that people assign blame differently after viewing body cam versus dash cam footage.

Marketing

Good Brand Design Appeals to Consumers on an Unconscious Level

An excerpt from “Kellogg on Branding in a Hyper-Connected World” uses an iconic brand—Coca-Cola—to illustrate the power of design thinking.

An artificial hand reaches out to a human hand.
Data Analytics

How to Build Artificial Intelligence that Everyone Can Trust

Experts from IBM Watson and Kellogg discuss how to remove bias and increase transparency in machine-learning algorithms.

Marketing

How (Not) to Change Someone’s Mind

Psychologists have found two persuasion tactics that work. But put them together and the magic is lost.

Marketing

Should You Ignore What Your Customers Want? The Great Winemakers Do.

Rather than follow consumer taste, they push it in a new direction.

Marketing

Why We Can’t All Get Away with Wearing Designer Clothes

In certain professions, luxury goods can send the wrong signal.​

Marketing

Take 5: How to Build Customer Relationships That Last

Getting—and keeping—customer’s attention can be tough. Kellogg faculty offer tips.

Leadership

Take 5: Fine-Tuning Your Powers of Persuasion

From understanding power dynamics to telling a memorable story, here’s how to sell your ideas.

Marketing

How to Empower Customers to Tell Your Company’s Story

Their “experience with your product carries more weight than any marketing message you can come up with.”

Marketing

How Marketing Leaders Can Thrive Amidst “Tectonic” Shifts in Expectations

Four experts discuss CMOs’ unique opportunity to drive growth and collaboration across their companies.

Marketing

A New Way to Persuade Kids to Drink More Water and Less Soda

Getting children to make healthy choices is tricky—and the wrong message can backfire.

Careers

4 Key Steps to Preparing for a Business Presentation

Don’t let a lack of prep work sabotage your great ideas.

Marketing

Building Strong Brands: The Inside Scoop on Branding in the Real World

Tim Calkins’s blog draws lessons from brand missteps and triumphs.