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
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.
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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
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.
Marketing
How Tech Giant SAP Built Its Brand with Help from Employee Stories
A conversation with CMO Alicia Tillman.
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
Are You a Different Person at Work Than at Home? Compartmentalizing Like This Can Lead to Unethical Decisions.
New research examines how self-perception affects moral behavior.
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.