Branding

As companies proceed through the business life cycle, they need to adapt their strategies to fit the stage they’re in.

Amid rising cultural divides, business leaders face tough choices on public stances and must consider multiple audiences.

Savvy companies recognize that, with their support, employee-creators could become their best social media assets.

These five steps can help you burnish your employer brand and meet the challenge of talent acquisition.

Consumers and top brands are cocreating campaigns using generative AI tools. Are you ready to manage the opportunity?

In a polarized culture, market to your brand’s top supporters, who can help build your fan base among skeptics.

Shifting emphasis from customer lifetime value to customer portfolio lifetime value can drive future revenue and lower costs.

Transformation success requires moving beyond “digital IQ” by linking employee ability to performance outcomes.

Better-informed decisions on customer relationship conversion, leverage, and defense can drive revenue and lower costs.

CMOs and their marketing teams are well positioned to help companies build a brand that attracts and retains top talent.

Marketers should prioritize digital and e-commerce initiatives to offer customers engaging virtual shopping experiences.

Recruiting and retaining talent in a turbulent market, boosting profits and customer loyalty with charitable giving, and harnessing customers’ “brand admiration.”

Companies earn customers’ respect and loyalty when their brands enable, entice, and enrich them.

The pandemic spurred a social reset, and companies must respond to customers’ and employees’ changed expectations.

A new Boston Consulting Group study says brand marketing is increasingly critical for B2B success.

MIT SMR’s upcoming Executive Guide will discuss how companies can adapt to meet customers’ shifting expectations.

As consumers purchase access to goods rather than the goods themselves, their connections to brands will change.

Companies must carefully weigh potential outcomes before taking a public stance on important but controversial issues.

New research highlights an opportunity for culturally rich brands to leverage brick-and-mortar stores to build brand loyalty.

Digital inclusion to help solve grand challenges, meaningful support for Pride Month, and reimagined workspaces.