Articles on Marketing

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Workers produce medical marijuana at Canopy Growth Corporation’s Tweed facility in Smiths Falls, Ont. THE CANADIAN PRESS/Sean Kilpatrick

Can government-approved pot beat street weed?

In competing with Canada's black markets, legal cannabis has potential strengths and weaknesses. Most flow directly from governments' policy choices.
This 1980s ad for Lindeman’s Ben Ean Moselle mirrored the shift in Australian wine culture from egalitarian to aspirational. Lindeman’s (Holdings) Ltd, Z418 Box 335 27.103, Noel Butlin Archives Centre

The rise and fall of Ben Ean Moselle and what it says about Australian society

Lindeman's Ben Ean Moselle was the ultimate wine for everyone in the 1970s. But as Australia grew wealthier, its fortunes faded in competition with other, 'finer' wines.
Big data makes it a bit easier to guess your next move. blackboard1965/shutterstock.com

Can math predict what you’ll do next?

Predicting human behavior is big business. But science may never be able to do so with perfect certainty.
International passengers at Ngurah Rai International Airport, Bali, Indonesia on November 29 th, 2017. Thousands of tourists were stranded and could not go home after Mt Agung volcano erupted. Reuters/Johannes P. Christo

Bali tourism and the Mt Agung volcano: quick dollars or long term reputation

Until late November, Bali's high economic dependence on tourism led its Tourism Board to dismiss the dangers of the Mount Agung volcano. This severely undermined the reputation of destination Bali..
Mike Mozart/Flickr

How ‘brand you’ came to be

Marketing has moved from a focus on the product itself to the consumer, who they are and finally, how they think.
That looks like a good match. Peshkova/Shutterstock.com

How to get the biggest bang out of matching funds

Nonprofit fundraisers have long relied on matching funds to encourage giving without knowing if they work. Recent research suggests one way to make the most out of challenge gifts from big donors.
Marijuana brand name stickers are visible as customers line up at the counter in CannaDaddy’s Wellness Center marijuana dispensary in Oregon in April. (AP Photo/Don Ryan)

‘Where’s the weed?’ Branding is essential for cannabis companies

There's a strong case for governments to allow cannabis producers to brand their products via packaging and advertising like any other product. It could boost quality and consumer satisfaction.
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?

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