From YouTube celebrities to chief social-media officers, these unexpected players exert outsize impact and power online -- offering new channels of communication that businesses can't afford to ignore.READ»
POM Wonderful's claims about the health benefits of its Pomegranate Juice and POMx supplements go a little too far, according to a lawsuit from the Federal Trade Commission. READ»
Do brands really create value? Will Old Spice's tornadic viral campaign and sudden "influence" improve Procter & Gamble's bottom line? Actually a number of events and trends have conspired like a perfect storm over the last several years to put brands and their stewards on the hot seat.READ»
To help differentiate a brand of organic cereal, Seattle-based egg created a campaign that brought consumers in step with the sustainable values of a family-owned company.READ»
What do 350,000 inter-galactic citizens, a spa in the
middle of a powerplant and a brilliant space age vocalist have in common? Iceland.
Most people think financial collapse when they think
Iceland. That’s a ...READ»
We wanted to bring your attention to what is, in our opinion, one of the most important editorials for the business community we’ve seen in years: the “Schumpeter” column in The Economist Holiday Edition, ...READ»
A conversation with the author and dean of Rotman School of Management Roger Martin reveals why schools need to include design when teaching business.READ»
Newsweek magazine just announced its first annual Green Rankings of America's 500 largest corporations--a highly subjective list considering the myriad factors that go into a company's overall sustainability So how well do the ...READ»
This is the marketer's and researcher's dream.
Reconciling the natural tensions that challenge and befuddle brand planning:Feelings & FactsSentiments & Statistics Qualitative & QuantitativeFocus Groups & ...READ»
It has taken a while for branding to seep into the world of higher education. Traditionally universities and colleges have not been staffed by professional marketers. There has been a revulsion toward the concept of Customers, in ...READ»
While the concept of personal branding has taken off, corporate branding seems to go in and out of favor. Economic cycles may
have a lot to do with that. With the growth of the Internet and social
technology tools, personal branding ...READ»
Even before the age of Mad Men marketers were trying to tap into the human subconscious to influence consumers to buy their products.
But over the last decade or so, as the fields of neuroscience and marketing science (as some like ...READ»
Nearly 3,000 athletes from 200 nations will compete at this year's swimming and diving championships. But extraordinary attention will go to one: Michael Phelps. In his first major meet since the bong-picture scandal that cost him a ...READ»
U.K. supermarket chain Sainsbury's is aggressively trying to cut down on excess packaging with a novel idea: breakfast in a bag. It's not an entirely new concept, niche green cereal brands have long used plastic bags for cereal. ...READ»
After Nalgene was accused of putting Bisphenol A (BPA)--a chemical linked to breast cancer and early puberty-- in its water bottles, the embarrassed company quickly stopped using it. But Nalgene is far from the only company to use ...READ»
Vanno tracks the reputations of 5,500 companies by asking users to submit articles and rate them, based on how favorable the coverage is to the subject. One of those brands is Kellogg's, and the data says that dumping Micheal ...READ»
Yes, Michael Phelps agreed to one too many product endorsements (really, Rosetta Stone?). Yes, he doesn't have the personal branding intelligence (or strategic entourage) of this month's cover boy, Shaun White. And yes, he probably ...READ»
