Six factors that make a brand more susceptible to consumer backlash.
Tag: Brand Management
How a Well-Executed Social Initiative Strengthens Your Brand
Programs designed to address social issues can lead to growth, customer loyalty, and employee engagement.
The Future of Marketing Is Intergenerational
Older consumers can’t just be an afterthought for brands — but that doesn’t mean just shifting the focus from one generation to another.
The New Reality of Digital Nomads
Research identifies three major trends that are shaping behavior among this group, with implications for brands.
Maintaining Customer Loyalty in the Face of Inflation
Five trust-building strategies.
Why More Companies Are Getting in on the Resale Game
A conversation with Wharton’s Tom Robertson on the strategic value of owning your secondhand market.
Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive
How should the fashion company scale its adaptive fashion line?
The Risks of Rebranding
Brands are constantly changing to “stay fresh,” but that’s often a mistake.