Marketing
Four Steps Marketers Can Take to Navigate the Pandemic
Step one: Press pause. Step two: Rethink everything.
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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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.
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.
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.
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
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
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.