Marketing
How a New Approach to Store Brands Helped Natural and Organic Foods Go Mainstream
As Whole Foods expanded in the 1990s, Denis Ring ’84 took on the challenge of developing the grocery chain’s 365 brand. Wooing shoppers with joyful design and affordable prices, he harnessed the power of private labels to expand the scale of organic and all-natural foods.
How Do You Grow A Blue-Chip Brand?
Even iconic brands have to be willing to change. Kellogg’s chief growth officer, Clive Sirkin, explains how the company adapts to shifting technology, markets, and consumer expectations.
Does Data Mean Insight?
Stephan Gans, chief insights and analytics officer for PepsiCo, makes the case for data and judgment.
How A Sequence of Decisions Affects Later Shopping Choices
When you’re picking out a jacket or a sofa, does it matter in what order you decide on its color, style, and material? New research suggests that the sequence may change how you categorize the object and how you decide to replace it.
Why Consumers Prefer Products Made by Mistake
New research by Professor Taly Reich and her collaborators suggests that revealing mistakes in designing or manufacturing a product can enhance consumer preference.
Should Online Advertisers Pay for Clicks or Sales?
A new paper provides insights into how both advertisers and publishers should think about which model to choose.
Can a Social Message Sell Sneakers?
The 100-year-old sneaker company Keds has adopted women’s empowerment as its theme as it pursues a more nimble mobile-first marketing strategy.
What’s the New Look for the Fashion Industry?
Former CEO William McComb on how he downsized the fashion conglomerate Liz Claiborne, and what his strategy may foretell for the fashion industry.
What’s at Stake on Social Media?
Sprinklr CEO Ragy Thomas discusses how social media is reshaping companies.
How Can Marketers Get a Message through the Noise?
Linda Kaplan Thaler, former chairman of Publicis Kaplan Thaler, says that to make an impact, advertisements must be funny, concise, and intensely focused.
Can I Ask You a Question?
We have learned to be skeptical of claims by advertisers. Can a question evade our defenses?
