Though the proportion of ads that “go viral” in any meaningful way is small, it is possible to…
With the tremendous growth in the use of social media, brands have been wrestling with how best to…
The successful creation and management of brands will be the hallmark of business leadership in the 21st century.…
On October 18, 2010, the top story in The Wall Street Journal pronounced, “Apple Inc. posted a 70%…
The book How Brands Grow by Professor Byron Sharp and the researchers of the Ehrenberg-Bass Institute makes an…
Perceptions about a brand’s values, personality, and heritage all factor into consumer sentiment toward a brand. Typically, price…
At a recent ARF conference, Stan Sthanunathan of Coca-Cola exhorted the market research industry to move beyond understanding…
We all know the trends: population growth, consumption growth, resource depletion, water shortages, and climate change. It seems…
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