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Marketing

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"
Marketing

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.

Marketing

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.

Marketing

We React Differently to Paper vs. Digital Requests

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

Marketing

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

Marketing

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.

Suggested For You

person reads newspaper noting company's ESG initiative
Finance & Accounting

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
Marketing

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.
Marketing

How You Can Make a More Positive Social Impact

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

Marketing

Is It Time to Raise Your Prices?

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

Marketing

Yes, Consumers Care if Your Product Is Ethical

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

Marketing

7 Sins of the Creative Brief

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

Marketing

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

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

Marketing

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.

Marketing

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.

Marketing

Expertise Can Be a Buzzkill

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

Marketing

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

The answer has implications for both cannabis companies and policymakers.

Marketing

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
Marketing

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

The answer has implications for both cannabis companies and policymakers.

Marketing

3 Mistakes Brands Make When Targeting Customers

How to avoid common pitfalls like the “popular kid target” and other advice from the authors of the forthcoming book, The Creative Brief Blueprint.

Marketing

Are Customers Skeptical of Eco-friendly Products?

New research pushes back on the idea that consumers reflexively distrust the performance of these products.

Marketing

When It Comes to Investing in Product Innovation, Large CPG Companies Could Learn a Lot from Their Smaller Competitors

New research suggests that, instead of aiming for big breakthroughs, large companies should focus on incremental but meaningful improvements.

Marketing

Podcast: How to Tell Compelling Stories with Data Visualizations

On this episode of The Insightful Leader: a blueprint for making strong (and honest) arguments with data.

Marketing

TV Advertising Is Usually Not Worth It

Companies spend vast sums on commercials, but it’s been difficult to gauge their effectiveness. A new study offers a more reliable method—and some bad news for many brands.

Repairmen remove film projector install digital projector
Marketing

How Has Digital Film Changed the Moviegoing Experience?

In a world where movie theaters went digital … consumers got more options.

Marketing

When Do People Take Huge Risks?

As a species, we’re cautious … except when the stakes are life-altering.

Marketing

COVID Has Forever Changed the Customer Experience

Here’s how companies can continue to adapt.

consumer behavior researchers observe shopper
Marketing

How to Convince People the Virus Is Scary, and Other Lessons from Consumer Research

Researchers are rushing to make sense of the current moment. We spoke with the editor of a leading journal about what her colleagues are up to.

Social Impact

A Surprising Benefit of Feeling Ownership over Your Possessions

Owning things can boost our self-esteem. And that, in turn, can make us want to help others.

Marketing

“Stay Healthy” or “Keep Safe”: Which Social-Distancing Messages Are the Most Persuasive?

The answer depends on whether people are thinking about protecting themselves or their community.

Marketing

4 Keys to Effective—and Honest—Data Visualizations

Here’s how to make sure you are conveying your argument faithfully when designing charts and graphs.

Marketing

How the Specter of Contagious Disease Changes What We Want to Eat

Consumers turn to old standbys like Campbell’s Soup and Oreos. Here’s why.

Marketing

How Anticipation Warps Our Sense of Time

Here’s why that trip to Disneyland—or to the dentist—seems to take ages, but the return trip feels much faster.

Marketing

Is Now the Time to Transition to Personalized Marketing?

Budgets are strapped. There are a million other things to do. But the risk of ignoring AI-powered modern marketing is dire.

Marketing

How Have Top Marketers Responded to the Pandemic? With Rapid Innovation.

Leaders in industries from healthcare to casual dining are fast-tracking changes to the customer experience. Here are four of their stories.