Articles on Marketing

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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.
Including different facial expressions in fundraising pitches can change how people respond, research suggests. www.shutterstock.com

Do happy faces or sad faces raise more money?

Seeing cheerful kids in fundraising pitches works better for some potential donors than others, research suggests. Nonprofits may want to tailor their appeals to different audiences because of that.
It never ends. Daniel Oines/flickr

Is there any way to stop ad creep?

A host of spaces that were once immune to commercial intrusion – from parks to our friendships – are now being infiltrated by advertisers. Are we being enslaved by a 'merciless master'?

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