Marketing a brand is hardly a complex venture in the 21st century. With Google ads, Facebook ads and other conventional online and offline tactics, it is hardly something that any entrepreneur is losing sleep over. That is, unless you run a CBD-based business or any hemp-based product. In spite of the recent boom in the industry, […]

Acosta Inc., the marketing firm owned by Carlyle Group LP, has gone bankrupt after big consumer-product firms decided to do more of the work themselves to keep up with changing consumer tastes. The company filed for Chapter 11 bankruptcy in Wilmington, Delaware, with support from creditors on a plan that would hand them ownership of a […]

Anticipation is marketing gold – and dopamine is the currency that leads to a richer bottom line. Do you have the Midas touch? As a marketing professional, you’re interested in influencing behavior to help your business succeed – and that starts with dopamine. Dopamine is a neurotransmitter that plays a central role in goal-directed behavior. […]

The relationship between sales and marketing is critically important, especially in high-growth environments. Yet, for some reason, this relationship also seems to be one of the hardest for many to navigate. In fact, only a quarter of sales and marketing professionals consider their teams to be tightly aligned, with 18% rarely aligned or misaligned. Even in organizations where […]

When Anheuser-Busch first rolled out Michelob Ultra across the U.S. in 2002, the pitch to the nation’s weight watchers was simple: Sip this beer if you want to ditch carbs. At 95 calories and 2.6 carbs per serving, Michelob Ultra became the first major beer brand to put one of the diet industry’s then most-prominent […]

Earlier this year, KFC debuted the KFC Innovations Lab to raise crowdfunding support for bold, attention-grabbing marketing concepts. The public can vote on wild ideas such as a Kentucky Fried Hot Tub and a figure skating show about the life of founder Colonel Sanders. KFC intends to find out what a kernel of creativity is worth to […]

Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Sachin Puri, vice president of growth marketing at McAfee. Not a day passes in the marketing world without someone name-dropping machine learning and artificial intelligence in a meeting. The underlying myth is that machine learning is the […]

A recurring concept that kept coming up throughout the conference was the idea of repurposing written content to video. GETTY Content marketing is part of the customer experience. But there is a better way of thinking about it. Even the term content marketing is, to borrow a phrase, “so last year.” The updated term is content experience. Even […]

It’s been a year since John Lewis and Waitrose unveiled their new visual identities and launched their first joint marketing campaign. A fiercely competitive retail market had prompted a rebrand a few months prior, adding ‘& Partners’ to both names. But the John Lewis Partnership (JLP), which owns both retailers, wanted to do something big to show customers what actually makes […]

The most popular metric to help determine marketing strategy is satisfaction, according to research from the University of Technology Sydney (UTS) Business School. The research team analyzed over 4384 managerial decisions from 1637 firms in 16 countries, including the US, UK, Australia, Russia, India and China. Over half (53%) of the marketing mix decisions analyzed […]