Insights: Marketing

Harley-Davidson’s Anoop Prakash describes how the motorcycle company brought its legendary brand to India and made it relevant[…] Read More

Professor Christine Moorman of Duke’s Fuqua School of Business has developed the first industry-wide survey of marketing data. The[…] Read More

Design isn’t just for products. Nike’s Andre Martin and Drew Fifield describe how the athletic goods juggernaut uses[…] Read More

Social proof helps overcome innovation resistance, says Ben Shenoy. Remember the Apple Newton, Sinclair C5, or Cheetos Lip[…] Read More

Javier Sanchez Lamelas, erstwhile Coca-Cola marketing guru, knows that the secret to good marketing lies in emotion.  […] Read More

Many Asian companies represent the gold standard in brand building. Often, when leaders rush headfirst into brand building[…] Read More

John Davis describes how effective brands create trust by catering to local markets “It takes many good deeds to build a good reputation, and only one bad one to lose it,” said Benjamin Franklin, founding father of the United States, more than 200 years ago. His words are still relevant to global business today. But what is reputation? Reputation = Global brand + Local[…] Read More

Covid-19 has underlined that many marketers’ favorite tools are obsolete. It’s time for marketing with real meaning. What[…] Read More

The pandemic highlighted the key role marketing departments play for their businesses. And that’s reflected in the numbers.[…] Read More

What the legacy of the legendary Nelson Mandela can teach us about successful marketing and storytelling. Nelson Mandela is[…] Read More

Personal branding isn’t just for Instagram influencers. Leaders can also benefit greatly by developing a personal brand that[…] Read More

A new study finds that much of the conventional wisdom about how to train high-performing salespeople is based on[…] Read More