Marketing industry

Nike is a champion brand builder. Its advertising slogans—“Bo Knows,” “Just Do It,” “There Is No Finish Line”—have moved beyond advertising into popular expression. Its athletic footwear and clothing have become a piece of Americana. Its brand name is as well-known around the world as IBM and Coke. So it may come as a surprise […]

The Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing.

Your choice of typeface tells customers whether your brand is attractive, innovative, dishonest, or unpleasant.

Six actions for marketing leaders.

Companies are spending more money than ever on advertising. So why are the results so disappointing?

Blackbird, a Delhi-based advertising agency, agreed to let a star designer leave to start his own firm and then became his first customer, enlisting his...

Stop feeding the bears.

Over the last decade, power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers. One result has been an increase...

Describes the relative share of voice effect in advertising. In most markets, consumer goods markets are in a state of equilibrium--advertising expenditures...

Bryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due...

Five lessons from companies leaning into the creator economy.

Knowing your audience is the most important part.

A close look at ad campaigns from Hillary Clinton and Apple.

Clinton's "basket of deplorables," meet Apple's "PC Guy."

Advertising is an investment which generates sales revenue over time. The duration and amount of the revenue depends on the loyalty of customers, the...

And how to use it ethically

The new system in a day-care center is producing biased results--setting off an alarm when some dark-skinned parents enter the lobby. The director of...

Look at your ads to find out.

Trends like Big Data are chipping away at agencies’ appeal.

Bryant Pharmaceuticals is looking for alternatives to traditional advertising—including product placements in TV shows and other media. But when does clever marketing become trickery?