Marketing
Skip to content
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.

Digital advertising scientists study an online shopper.
Marketing

Is Your Digital-Advertising Strategy Paying Off?

Brands are demanding evidence that campaigns are working. Here’s what they should be asking.

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.

Suggested For You

Add Insight
to your inbox.

We’ll send you one email a week with content you actually want to read, curated by the Insight team.

Product packages await their brand names.
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.

A toddler wants carrots instead of crackers.
Marketing

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

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

Marketing

5 Ways to Know Your Customer Better Than Your Competitors Do

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

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.

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

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

Government Got You Worried? It May Be Affecting Your Shopping Habits.

When we yearn for responsible lawmakers we tend to forgo pleasurable purchases in favor of more useful products.

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.

Marketing

How Well Do You Understand Digital Advertising?

Test your knowledge and see how it compares to the experts’.

Economics

Take 5: What Science Says about Your Summer Vacation

Kellogg faculty explore the psychology and economics of common travel conundrums.

Marketing

How Superstition Changes the Way We Make Decisions

Crossing our fingers or clutching a rabbit’s foot can upend our usual way of calculating risk.

Marketing

Wondering How Customers Feel about Your Brand?

A new algorithm tracks people’s perception in real time via Twitter.

Data Analytics

Take 5: A Guide to Getting Started and Succeeding with Data Analytics

Kellogg faculty offer advice for business leaders to improve their analytics strategies.

Marketing

How a Room’s Lighting Shapes Our Decisions

Restaurants and retailers, take note: dimming the lights encourages consumers to indulge.

Social Impact

How the NRA Boycotts Force Companies to Walk a Precarious Tightrope

Two Kellogg professors discuss the changing landscape for companies trying to stay neutral in our polarized political climate.

Marketing

How to Design a Stellar Customer Experience

The Zappos of the world are redefining expectations. Whatever your industry, you need to keep up.