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![People take a photo to post as user-generated-content.](/imager/clientcontent/34257/Calder_UGC_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/34257/Calder_UGC_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/34257/Calder_UGC_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
December 6, 2018
Take 5: How to Build Customer Relationships That Last
Getting—and keeping—customer’s attention can be tough. Kellogg faculty offer tips.
Mohanbir S. Sawhney, Bobby J. Calder, Michal Maimaran and Eric Leininger
![A business leader communicates complex ideas to a circle of employees.](/imager/clientcontent/7710/PetersenComplex_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/7710/PetersenComplex_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/7710/PetersenComplex_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
November 7, 2018
Take 5: Fine-Tuning Your Powers of Persuasion
From understanding power dynamics to telling a memorable story, here’s how to sell your ideas.
Loran Nordgren, Derek D. Rucker, Mitchell A. Petersen and Kent Grayson
![A storyteller describes a shoe by a fire.](/imager/clientcontent/132437/ChoyStory_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/132437/ChoyStory_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/132437/ChoyStory_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
October 30, 2018
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.”
Esther Choy
![A woman faces three mirrors containing different reflections, in which she appears upset, neutral, and loving.](/imager/clientcontent/132173/ToureTillery_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/132173/ToureTillery_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/132173/ToureTillery_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
October 4, 2018
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.
Rima Touré-Tillery and Alysson E. Light
![Chief Marketing Officer is central to the organization.](/imager/clientcontent/132145/cmo_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/132145/cmo_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/132145/cmo_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
October 1, 2018
How Marketing Leaders Can Thrive Amidst “Tectonic” Shifts in Expectations
Four experts discuss CMOs’ unique opportunity to drive growth and collaboration across their companies.
Gregory Carpenter, Eric Leininger, Diane Brink and Jim Stengel
![Kids decide whether to buy water or soda.](/imager/clientcontent/132064/soda_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/132064/soda_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/132064/soda_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
September 10, 2018
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.
Szu-chi Huang, Daniella Kupor, Michal Maimaran and Andrea Weihrauch
![How to be prepared](/imager/clientcontent/132016/ovations_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/132016/ovations_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/132016/ovations_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
September 6, 2018
4 Key Steps to Preparing for a Business Presentation
Don’t let a lack of prep work sabotage your great ideas.
Timothy Calkins
![A clerk scans brand trademarks.](/imager/clientcontent/35837/calder_ramberg_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/35837/calder_ramberg_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/35837/calder_ramberg_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
August 15, 2018
Building Strong Brands: The Inside Scoop on Branding in the Real World
Tim Calkins’s blog draws lessons from brand missteps and triumphs.
Timothy Calkins
![Man shopping for shirt.](/imager/clientcontent/128439/shirt_b3d88a2e1d60af952345a6e20be06695.jpg 600w, /imager/clientcontent/128439/shirt_7423dafd4c021a28e85ca6e5be107cc4.jpg 300w, /imager/clientcontent/128439/shirt_352590d4dd4c4e8adb8f9d5f05cbb052.jpg 25w)
July 11, 2018
How Well Do You Understand Digital Advertising?
Test your knowledge and see how it compares to the experts’.
Brett Gordon and Garrett Johnson
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July 3, 2018
Take 5: What Science Says about Your Summer Vacation
Kellogg faculty explore the psychology and economics of common travel conundrums.
Achal Bassamboo, Kent Grayson, Thomas N. Hubbard, Maryam Kouchaki, Martin Lariviere and Derek D. Rucker
![Social media and decision-making](/imager/clientcontent/106552/Brand-perception_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/106552/Brand-perception_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/106552/Brand-perception_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
May 2, 2018
Wondering How Customers Feel about Your Brand?
A new algorithm tracks people’s perception in real time via Twitter.
Aron Culotta and Jennifer Cutler
![Data analytics are used to design an office.](/imager/clientcontent/35961/otoole_ramberg_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/35961/otoole_ramberg_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/35961/otoole_ramberg_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
April 3, 2018
Take 5: A Guide to Getting Started and Succeeding with Data Analytics
Kellogg faculty offer advice for business leaders to improve their analytics strategies.
Florian Zettelmeyer, Eric T. Anderson, Thomas O'Toole and Steven Franconeri
![Shareholder activism creates corporate change.](/imager/clientcontent/7804/activism_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/7804/activism_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/7804/activism_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
March 20, 2018
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.
Brayden King and Timothy Calkins
![A waiter serves a gallon of milk.](/imager/clientcontent/92262/maimaran_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/92262/maimaran_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/92262/maimaran_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
March 5, 2018
How to Design a Stellar Customer Experience
The Zappos of the world are redefining expectations. Whatever your industry, you need to keep up.
Michal Maimaran and John Schroeder
![Reason vs. emotion in language](/imager/clientcontent/91300/persuasive-language_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/91300/persuasive-language_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/91300/persuasive-language_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
March 1, 2018
Trying to Be Persuasive? Here’s What You Are Likely Doing.
A study of product reviews shows how our word choices change when we’re trying to sway others.
Matthew D. Rocklage, Derek D. Rucker and Loran Nordgren
![The power of B2B digital content marketing.](/imager/clientcontent/81496/content-marketing_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/81496/content-marketing_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/81496/content-marketing_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
February 2, 2018
How Businesses Can Best Use Content Marketing to Generate Leads
New research on B2B companies highlights an effective way to bridge the gap between sales and marketing.
Wei-Lin Wang, Edward Malthouse, Bobby J. Calder and Ebru Uzunoglu
![Two data analysts sort marbles.](/imager/clientcontent/73238/Data-Marbles-2_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/73238/Data-Marbles-2_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/73238/Data-Marbles-2_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
January 5, 2018
How a Good Analytics Strategy Can Become the Victim of Its Own Success
The best firms “purposely mess stuff up” to get the data they need to grow.
Eric T. Anderson and Florian Zettelmeyer
![People crowd escalators.](/imager/clientcontent/34265/OpsRoom_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/34265/OpsRoom_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/34265/OpsRoom_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
December 5, 2017
Take 5: Holiday Shopping
Our faculty explain the reasoning behind some common shopping scenarios.
Ulf Bockenholt, Alexander Chernev, Lakshman Krishnamurthi, Martin Lariviere and Blakeley B. McShane
![People pass an e-cigarette billboard](/imager/clientcontent/60487/smoker_alt_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/60487/smoker_alt_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/60487/smoker_alt_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
December 4, 2017
Why Banning E-cigarette Ads on TV Could Backfire
A new study finds that an increase in e-cigarette ads leads to a decrease in traditional cigarette sales.
Anna Tuchman
![word-of-mouth marketing can be a powerful tool](/imager/clientcontent/45137/wordofmouth5_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/45137/wordofmouth5_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/45137/wordofmouth5_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
November 2, 2017
The Science Behind Word-of-Mouth Recommendations
In the age of Yelp, two new studies explore why we offer advice and how it spreads.
Sara Soderstrom, Brian Uzzi, Derek D. Rucker, James H. Fowler, Daniel Diermeier, Alessandro M. Peluso, Andrea Bonezzi and Matteo De Angelis
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