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Brand Insights 4.0: An Effective Tool in the Hands of Brand Managers

July 20, 2015 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (0)

By Steffen Schmidt, Frank Buckler, Nadine Hennigs, Matthias Rothensee, Levke Albertsen A sophisticated Brand Insights 4.0 approach incorporating all elements of the analytical power of the stages 1.0 and 3.0 has the capability to improve the management decisions of brand managers effectively.  In this article, the authors use Brand 4.0 Insights, combining

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Selling Illusory Joy: Emotions, Big Data and the Coming Retail Renaissance

May 22, 2015 • STRATEGY & MANAGEMENT, TECHNOLOGY, Marketing & Consumers, Digital Transformation, Surdak on TechnologyComments (2)

By Christopher Surdak and Ed King Today the world is awash in massive amounts of context-rich data. Whether it’s GPS position information, social media posts, emails, digital audio or video, – even bio-sensor gathered data – customers are

Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige

January 19, 2015 • STRATEGY & MANAGEMENT, Global Business, Marketing & Consumers, Editors' Pick, Strategic SpotlightComments (0)

By Klaus Heine and Francine Espinoza Petersen Luxury brands have spent decades, and sometimes centuries, cultivating the perfect mix of authenticity and prestige to remain successful among their peers. Below Klaus Heine and Francine Espinoza Petersen analyse

“I Can’t Help You:” The Dangers of Employees Disablement in the Social/Media Era

January 19, 2015 • STRATEGY & MANAGEMENT, TECHNOLOGY, Global Business, Marketing & Consumers, Digital Transformation, Social Media, Surdak on TechnologyComments (0)

By Christopher Surdak The quality of customer service has been steadily declining in recent years, but now that increasing digitisation has shifted more power to the consumer. Christopher Surdak demonstrates that bad service can, and will, become detrimental

Preparing for Uncertainty: How to use Creaction at Work

January 19, 2015 • STRATEGY & MANAGEMENT, OPERATION, Global Business, Marketing & Consumers, Business Process, Strategic SpotlightComments (0)

By Len Schlesinger and Charles Kiefer In an excerpt from their book, Just Start: Take Action, Embrace Uncertainty, Create the Future, the authors Len Schlesinger and Charles Kiefer demonstrate how you can change the status quo and implement Creaction (a blend

Global Brand Power Experiential Positioning of A Brand

November 18, 2014 • STRATEGY & MANAGEMENT, Global Business, Marketing & ConsumersComments (0)

By Barbara E. Kahn Building a strong global brand is all about creating that unique position in the market. Here Barbara E. Kahn illustrates the make-or-break importance of identifying a brand’s appropriate competitive set and reaching out to the right

From Great to Gone

July 17, 2014 • STRATEGY & MANAGEMENT, INNOVATION, Marketing & Consumers, Emerging IdeasComments (0)

By Peter Lorange and Jimmi Rembiszewski New consumers demand a new breed of innovations in the products and services they are using. Below, Peter Lorange and Jimmi Rembiszewski discuss growth and profitability, and argue that firms and societies must be

Building Capabilities in Segmentation Implementation

May 22, 2014 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (1)

By Adina Poenaru, Paul Baines, and Hugh Wilson Segmentation is central to marketing strategy but implementing it is fraught with challenges. In this article, Paul Baines, Adina Poenaru and Hugh Wilson explain why managers should reconsider the use of

Designing Luxury Experience

May 21, 2014 • STRATEGY & MANAGEMENT, Marketing & Consumers, Editors' PickComments (6)

By Vadim Grigorian and Francine Espinoza Petersen In luxury brand management, experiences are essential. However, most of what we know about designing customer experiences originates from work developed with and/or for mass brands. Luxury brands are

Marketing Strategies for a Digital World

March 4, 2014 • TECHNOLOGY, Marketing & Consumers, Social MediaComments (0)

By Eric Greenberg and Alexander Kates In an increasingly digital age, organizations are being rapidly educated about the importance and scale of digital channels, and the colossal impact these platforms have on the modern consumer. Below, Eric Greenberg and