Marketing Strategy

Three kinds of revenue models make companies increasingly accountable for customer outcomes.

Three trending emotional priorities show signs of becoming long-term fixtures in consumers’ collective conscience.

How brand owners can rebuild consumer confidence, and why leaders must invest in building trusted employee relationships.

Consumer confidence will be the new currency of business; here’s how companies can respond.

Pivoting in the pandemic, assessing supplier diversity initiatives, and creating a framework for discussing race.

In a global pandemic, a quick pivot to a digital business model may help retailers survive.

Strategy hijacks — situations in which companies must adjust their strategies due to consumer backlash — can be predicted and avoided.

Identifying postcrisis opportunities, marketing to nonbinary genders, and prioritizing during supply chain disruption.

Brands can no longer rely solely on outdated tropes to connect with increasingly diverse consumers.

Small and midtier brands have unique opportunities to provide value in the new consumer environment.

Experience disrupters, leading up, COVID-19’s economic impact, and building effective teams.

Companies using e-commerce sites like Amazon must work to maintain a strong brand identity.

Social listening — analyzing what consumers say on social media — can serve as a treasure hunt map.

Companies already use data to make marketing decisions. Will deep learning enable a leap forward?

Innovations from the front office are keeping fans engaged and disrupting the staid order in sports.

Co-op advertising lags behind consumers’ and marketers’ needs — here’s how it needs to change.

Influencer marketing offers a big return when done right. But many companies are doing it wrong.

Brand collaborations can benefit both partners, but there are limits on how many can participate.

The most memorable experiences are suffused with emotion — not extra features or value for money.

New competitors will require consumer packaged goods companies to engage directly with consumers.