MENU

Marketing & Consumers
Category Archive

Sound Business: Improving Your Audio ROI

September 19, 2018 • STRATEGY & MANAGEMENT, Marketing & Consumers, Strategic SpotlightComments (0)

By Steve Keller “What does your brand sound like?” The rise of smart speakers and voice interactive technology is forcing brands to answer that question. Though resolute in their belief that audio (and more broadly, audio branding) plays a fundamental role in shaping consumer perceptions and communicating brand intent, many brands wrestle with turning

Read More

Storytelling Workshops: A Tool for Breakthrough Product Innovation

September 18, 2018 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (0)

By Evy Sakellariou, Keith Goffin, and Agnes Mariakaki New product development (NPD) is essential to companies and it is an area where our research shows that stories can be a tool to boost creativity. The Storytelling Workshop is an effective but

Luxury Brands Need to Reconcile Seven Dilemmas and Chart New Territory

September 18, 2018 • STRATEGY & MANAGEMENT, Global Business, Marketing & ConsumersComments (0)

By Dr Stéphane J.G. Girod With the fast-changing needs and tastes of today’s consumers, how would luxury brands keep their products relevant and desirable? In this article, the author sheds light on the dilemmas facing the luxury sector and poses questions

Big Data: The Deciding Element in Mobile Advertising Efficacy

July 3, 2018 • TECHNOLOGY, Marketing & Consumers, Business Mobility & E-CommerceComments (1)

By Nidhi Prakash In the age of analytics, how would advertisers take full advantage of the growing potential of big data? In this article, the author elaborates on various applications of data science in advertising which can help advertisers strategically

What the French Open can Teach Businesses about Branding

May 29, 2018 • Marketing & Consumers, Editors' PickComments (0)

The Ten Key Lessons Every Marketer Should Know By Laurence Minsky and Colleen Fahey Improving one’s brand identity is indeed one of the greatest challenges marketers have. It is for this reason that they’re constantly on the lookout for approaches on how

Amazon, Just a Click Away from Luxury

May 29, 2018 • STRATEGY & MANAGEMENT, SUSTAINABILITY & ETHICS, Marketing & Consumers, Editors' Pick, Strategic Spotlight, Supply ChainComments (0)

What are the Implications for Selective Distribution? By Xavier Derville and Jean-Noël Kapferer Has the strategy of selective distribution, on which luxury brands depend for survival, evolved in the modern distribution world?  Combining their expertise

The Three Types of Big Data That Matter for CMOs

May 10, 2018 • STRATEGY & MANAGEMENT, TECHNOLOGY, Marketing & Consumers, Strategic SpotlightComments (0)

By David Dubois and Gilles Haumont Organisations today have massive amount of data at their disposal. However, not all C-level executives have clear typology of the digital data that can help marketing strategists unlock value. Discover how this issue can be

Hunter or Hunted? How Digital Media and GDPR Increases Importance of Inbound B2B Sales

January 30, 2018 • STRATEGY & MANAGEMENT, Marketing & Consumers, Editors' PickComments (0)

By Laurence Minsky and Keith Quesenberry Today, through prior digital and social media research, organisational buyers approach their vendor sales teams much more informed. Hence, it is indispensable for B2B sales to focus on becoming a valued and trusted

Digital Advertising’s Wild West: Deciding Which Media Channel is More Effective is the Key

January 20, 2018 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (0)

By Tahir Nisar A digital advertising campaign may be stymied by the difficulty in attributing the value of online investment to various online channels such as display ads, paid search to social media and email. The article considers attribution models that

How To Catch A Moving Target in the Digital World

November 9, 2017 • STRATEGY & MANAGEMENT, TECHNOLOGY, Marketing & Consumers, Digital TransformationComments (0)

By Stijn Viaene In this article, Prof. Stijn Viaene continues to shed light on the realities that executives and business leaders must face in the digital era. In an era where customers are moving at the speed of the Internet, how does a digital leader catch