Marketing

What brands stand for is shaped as much by the consumers who adopt them as the marketers behind them.

Boost profitability and customer satisfaction with strategies that cut subscription services’ last-mile delivery costs.

How consumer desire for sustainability is powering the first demand-driven, transformative megatrend—and how business leaders can make the most of this important moment.

Sustainability is rocking the business world as profoundly as any global trend of the past, from electrification to digitalization. But unlike previous revolutions, this one is being driven by consumers, for whom environmentally sound practices matter as much as price, quality, and brand. In The Demand Revolution, Andreas von der Gathen, Nicolai Broby Eckert, and Caroline Kastbjerg offer a strategic framework for winning these consumers—and taking advantage of the vast commercial opportunity presented by sustainability as the first demand-driven, transformative megatrend.

The first movers in the Demand Revolution will be able to create enduring competitive advantages and high entry barriers built around redesigned business model ecosystems and customer loyalty, the authors explain, but this will require a critical adjustment in thinking and approach. Companies, first of all, have to catch up with consumers, who see themselves on a demand curve far beyond what companies currently perceive. Business leaders must shift their focus from the cost of sustainability to its potential for generating growth and long-term profits. This, in turn, means recognizing that the classic adoption curves for innovations—and the strategic playbooks derived from those insights—no longer apply. The Demand Revolution shows business leaders how to look beyond easy fixes and incremental outcomes and instead pursue high-risk, high-reward moves geared toward the source of exponential growth: the world’s consumers.

Many marketing teams struggle to identify metrics that will support business strategy. A change in approach can help.

Recent research shows that social media influencers with small audiences can deliver big payoffs for brands.

Marketing leaders who understand the full value of a benefits-first perspective can help their companies better compete.

Companies are best served by a CMO whose skills and knowledge align with their needs at their particular growth stage.

Struggling brick-and-mortar retailers can learn new ways to attract store shoppers.

These five steps can help you burnish your employer brand and meet the challenge of talent acquisition.

Sharing values with customers builds loyalty and can be a valuable differentiator in competitive markets.