Small and midtier brands have unique opportunities to provide value in the new consumer environment.
Jonathan Knowles, Richard Ettenson, Patrick Lynch, and Joseph Dollens
Influencer marketing offers a big return when done right. But many companies are doing it wrong.
Caesars has found that telling customers about its green efforts leads to a boost in spending.
Brands must focus on what their customers have in common — not what makes them different.
Improving customer experience offers more long-term benefits than “earn-and-burn” loyalty programs.
Jess Huang, Phyllis Rothschild, and Jamie Wilkie
Branding, a process used by marketers, can also be used internally to build excitement for projects.
Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.
Renée Richardson Gosline, Jeffrey Lee, and Glen Urban
For companies, the social media behavior of employees represents both an opportunity and a risk.
Marie-Cécile Cervellon and Pamela Lirio
Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.