Articles on Marketing

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Crystal Pepsi, seen here on sale recently as part of a nostalgia campaign, was considered one of Pepsi’s epic fails. (Creative Commons)

Enabling innovation: Lessons from Crystal Pepsi

It can be much easier to develop a new product than to actually get people to try it, even for big established brands. Where did launches for products like Crystal Pepsi go wrong?
Marketers are using your data to make predictions about what you’ll want, when. Shutterstock

How marketers use algorithms to (try to) read your mind

This is how marketers are taking advantage of customer data to build predictive algorithms, and even tailor their products and offerings.
World leaders listen to President Trump speak at the General Assembly. AP Photo/Seth Wenig

Why Trump’s tirades are losing their potency

President Trump's fiery speech at the United Nations received a mostly subdued response from world leaders and others. Is there a risk we're becoming complacent?
Advertising through online influencers is shaping consumer law, business models and people’s careers. Nico Aguilera/Flickr

Business Briefing: the ‘get rich quick scheme’ influencing what you buy

Business Briefing: the ‘get rich quick scheme’ influencing what you buy. The Conversation19.6 MB (download)
Even though online influencers might not be overtly endorsing a product, advertisers will still pay a lot to have something featured, even subtly, in a post.
New research suggests that members of ethnic minorities like advertising that features ethnic minorities – but only their own. (Shutterstock)

Do minorities prefer ads with white people?

Visible minority consumers prefer advertising that features white models to advertising that feature models from other ethnic minority groups. Why?
The problem with the This Girl Can campaign is that the male gaze remains dominant, internalised as self-perception. This Girl Can/Sport England

This Girl Can(‘t)? Campaign simply reworks 'sex sells’ approach

While getting more women to take part in sport is a laudable achievement, it would be better if the campaign also helped free them from the objectification of the dominant male gaze.
The Hermès building in Tokyo, designed by Renzo Piano (Ginza 5, Chuo-ku, Tokyo). Naoya Fujii/Visual Hunt

Hermès: behind the scenes of the French luxury gem

Case analysis of Hermès and its four strengths: a real identity, the creativity and skills of its artisans, innovation, and the fact that it remains an independent family company.
Despite his presidential victory, Donald Trump’s business brand is suffering, as is that of his daughter, Ivanka. (AP Photo/Pablo Martinez Monsivais)

Trumps show how damaged personal brands can harm the business

The Trump brand has taken a hit since Donald Trump won the U.S. presidency. The mistake? Failing to separate the businesses from the personalities.
Now you can find out who’s wining and dining our doctors, nurses and pharmacists with publicly available data of drug company funded events. from www.shutterstock.com

Who’s paying for lunch? Here’s exactly how drug companies wine and dine our doctors

Drug companies funded more than 116,000 educational events for doctors over four years. Now you can find out exactly which companies footed the bills and how much they paid.
Me and my brand. Christian Gertenbach

Brand perception and personal names

Brands affect how products are perceived. The same is true of our names, making them our personal brands.
It can be easier to raise money to aid animals like these African elephants than species that are more threatened with extinction but get humans less excited. www.shutterstock.com

Even ugly animals can win hearts and dollars to save them from extinction

Must the money raised to save wildlife always aid the most popular animals? New research suggests that marketing can persuade donors that northern hairy-nosed wombat lives matter too.

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