Marketing activities may not have an immediate impact on revenue, revenue, or cash flow. However, this does not mean that there is no impact or that the impact of a marketing activity cannot be measured. An advertisement can convince a consumer that a particular brand is superior to its competitors, but the consumer cannot buy
Bacardi calls on music and dance enthusiasts around the world to join the world's most awarded rum as they embark on the first remake of "Conga". After the 21st Annual Latin Grammy Awards Bacardi Rum announced that it is challenging rum fans around the world to find their rhythm and do what moves them through
Triscuit uses iconic "missing posters" to highlight the reality that millions of Americans face: They miss the nutritious food they need to maintain a balanced diet biscuit, a brand known for its whole grain woven wheat crackers, announced the launch of The Missing Ingredients Project, the brand's first focused effort to improve access to a
Can I let you in on the dirty secret of digital marketing? This is the only secret marketing managers protect better than anyone: digital ads are nowhere near as well as they are advertised. Most of the time, their effectiveness is wildly and brazenly oversold. Stratospheric conversion rates and returns are almost always overvalued by
To thrive in today's unpredictable branding environment, companies need to build trust capital. In general, most companies focus on three forms of organizational wealth: financial capital, intellectual capital, and human capital. However, there is an important fourth component: trust capital. Finance capital is the money a branded company uses to buy what it needs to
In June 2018, after three days of intense competition and just one more event, the NCAA women's athletics championship title remained open. The three best teams were less than ten points apart. The University of Southern California Trojans, who sat in third place, were still in the running, but their path to victory was narrow.
Even the most successful marketing companies in the world regularly get caught in the "adoption trap," where they are certain they know enough to sell their product without having to seek new information to question their assumptions. I fell into this trap just a few months after my first job as a brand manager at
There are over 100 entries on Wikipedia's list of social movements. These include veganism, #metoo, men's rights, organic, indigenous rights, black living matter, pro-choice, tea party and eco-feminism. There is a prominent notice on the side: "This list is not all inclusive. You can help by adding more." But Wikipedia will struggle to keep up
"The future of marketing is tailored for everything," wrote Amanda Mull in the Atlantic. The start-up Prose supplies personalized hair care products to order to customers who have previously completed a survey, while Care / of sells personalized dietary supplements and Curology offers personalized skin care products. One of the most successful startups with a
Hyundai and Spotify are exploring the potential of creative storytelling through streaming audio Hyundai and Spotify have teamed up to inspire drivers and music fans with the My City Unlocked digital experience. Powered by the company's all-new Hyundai Elantra 2021, three emerging artists will create a curated virtual tour of their hometowns through audiovisual storytelling.
