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Marketing

Reviving a Brand That’s Lost Its Luster

Return to your roots, rally your team, and emerge a stronger brand.

A fisherman reels in a pair of stereo headphones.
Marketing

How Millennials Are Discovering Music

To woo listeners, music platforms should get personal.

Social Impact

When Companies Praise Good Behavior, They May Encourage the Exact Opposite

Why giving customers credit for altruistic purchases can backfire.

If you were trapped in a desert, resource scarcity would cause you to exercise willpower and become your best self to surviveIf you were trapped in a desert, resource scarcity would cause you to exercise willpower and become your best self to survive
Marketing

Concerns about Scarcity Make Us Want to Be Better People

When we think we have too little, we will spend more on self-improvement.

Data Analytics

Podcast: Think You Understand Why Ideas Go Viral? Big Data May Change Your Mind

From tweets to scientific discoveries, human behavior is surprisingly predictable.

Airline passengers have individualized flying experiences.
Marketing

Remaking Marketing Organizations for a Data-Driven World

A Q&A with United Airlines’ CMO on how to avoid becoming “an artifact of a prior era.”

Marketing

Understanding Power Dynamics Will Make You More Persuasive

How powerful you feel affects the messages you convey—and the ones you want to hear.

Innovation

Companies Brag about Being Innovative. Should They?

Certain circumstances make customers wary of innovative brands.

Data Analytics

Podcast: Did That Online Sneaker Ad Entice You to Buy? It’s Hard for Marketers to Tell.

Many measurement techniques are flawed. Kellogg and Facebook researchers share what can be done.

Neuroscience reveals how to make fear appeals more effective.
Marketing

Can Neuroscience Make Your Message Stickier?

A cutting edge technique pinpoints how our brains react to fear appeals in marketing.

Marketing

Hate Commercial Breaks? Here’s Why You Shouldn’t

There’s a hidden value to ads during TV shows.

Entrepreneurship

Three Tips for Designing a Startup’s Marketing Plan

Even in R&D-focused industries, you don’t need to rely on a heavyweight to swoop in and buy your innovation.

Marketing

Does Opening an Outlet Store Hurt Existing Sales?

New research challenges the notion that lower quality product lines dilute your brand.

A customer weighs the environmental benefit of a green product.
Marketing

Shh! Don’t Tell the Customers that Their Solar Panels Will Save Them Money

Green marketers should stick to a single message. But which one?

Marketing

5 Ways to Authentically Engage Your Customers

To improve your customer engagement strategies, “Ask not how you can sell, but how you can help.”

Marketing

A 10:30 Cupcake? Don’t Mind If I Do

Both consumers and marketers can benefit from knowing when self-control is lowest.

Data AnalyticsStrategy

Is Your Digital Advertising Campaign Working?

If you are not running a randomized controlled experiment, you probably don’t know.

A customer tweets about a company's products.
Marketing

How Important Is User-Generated Content?

An episode of censorship in China sheds light on the power of customers talking about brands on social media.

Marketing

Marketing Goes Off-Script

Behind the scenes with three organizations that are successfully engaging customers.

Marketing

“Nobody Asked for Uber”

Tim Calkins on profitable growth, strong brands, and delighting your customers.