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Market Insights

Marketing 4.0

When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human

Will the 4th Industrial Revolution Kill Store-Based Retailing?

I am impressed with how many citizens – young, middle-age, and old – now use their smart phones to do their shopping.

Welcome to the Age of Demarketing

Most of the commercial world spends its time trying to increase the demand for products and services. But we also need a science of “Demarketing" to help reduce the demand for certain products and services.

Criticisms and Contributions of Marketing

Marketing is a pervasive human activity. Practiced by every business and by countless individuals, it nevertheless manages to draw endless criticism.

The Relationship between Marketing and Capitalism

People often ask me: “You are known as a marketing guru. Yet you just published a book called Democracy in Decline, and another – Confronting Capitalism.

The Executive Guide to Marketing Effectiveness

We asked Professor Philip Kotler about how executives should evaluate marketing effectiveness. We discovered this assessment, developed by Kotler in the late 1970s.

Branding: From Purpose to Beneficence

Too many companies think that their brand building work is done when they have established a brand’s name and logo.

Optimizing Marketing: The Ideas-To-Demand Chain

Marketing is the often viewed as an inefficient process in business today, while at the same time being one of the most important.

Stand for Something: Brand Activism at Nike

Marketing today means brands must stand for something– even if it means sacrificing a segment of their customers in order to be cool with the segment they are consciously targeting.

The Regressive Brand: The Dark Side of Brand Activism

“…when riches and virtue are placed together in the scales of the balance, the one always rises as the other falls" – Plato’s Republic, Book VIII

Don’t Be Evil: When Employees Stand Up to Save the Brand

What happens when employees decide their company should not pursue a customer or a project? Do they have the right to be conscientious objectors?

Risking the Brand: When Companies Value Profits Before People

The Reputation Institute publishes an annual study of corporate reputation in America, and now, in 2018, the US RepTrak 100 reveals an average three-point decline in company reputation.

Brandshaming: The Kids vs. The NRA

In the past, the NRA has exerted pressure on lawmakers, critics, and even gun manufacturers through political lobbying. But now, Generation Z and their parents have touched a nerve.

The Social Purpose of Business: Brand Activism as a CEO Imperative

Larry Fink’s recent letter to CEOs is titled “A Sense of Purpose,” and in it he makes the case for the CEO leadership for societal good.

The Future of Brand America: Lessons from the Super Bowl and Beyond

Where are we going? When it comes to Brand America, the United States stands at an inflection point. It can be argued that what makes America great is our values.

How to Become a Brand Activist

Our economic system of Capitalism is both praiseworthy and blameworthy at the same time. We need to acknowledge that worldwide Capitalism has lifted many out of extreme poverty.