Marketing

In a polarized culture, market to your brand’s top supporters, who can help build your fan base among skeptics.

Transformation success requires moving beyond “digital IQ” by linking employee ability to performance outcomes.

Better-informed decisions on customer relationship conversion, leverage, and defense can drive revenue and lower costs.

CMOs and their marketing teams are well positioned to help companies build a brand that attracts and retains top talent.

Managers’ intuition about how customers will feel about decisions made by algorithms rather than humans is often wrong.

The pandemic forced companies to speed digital transformation and adapt to a virtual world. Customers are now rewarding those that offer the best experiences and engage authentically. To succeed in the next era, businesses and marketers must meet new expectations and build new strategies and skills.

As consumers purchase access to goods rather than the goods themselves, their connections to brands will change.

New research highlights an opportunity for culturally rich brands to leverage brick-and-mortar stores to build brand loyalty.  

Front-line employees are uniquely aware of the early symptoms of coming change. Management should heed their insights.

Retailers must explore new revenue streams, monetize existing assets, and embrace a consumer-to-business mentality.