Marketing Strategy

Brightcove CMO Jennifer Griffin Smith discusses using video as an innovative tool for marketing.

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.

Value-based selling can boost competitiveness but works best when vendors take one of three approaches.

College students will want online learning options even after the pandemic ends, a new survey says.

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

Executive Conversation: TCS and Travelport executives discuss a new era for the travel industry.

To reach Gen Z’s media-savvy digital natives, your marketing strategy needs to change.

Bart De Langhe and Stefano Puntoni explain how organizations can make better decisions with data.

It takes deep commitment and involvement to develop a brand strategy that embraces racial justice.

Latia Curry outlines the steps a brand should take to communicate their values to customers.

Which retail customers will return to in-person shopping as the economy reopens — and why?

Three kinds of revenue models make companies increasingly accountable for customer outcomes.

Three trending emotional priorities show signs of becoming long-term fixtures in consumers’ collective conscience.

How brand owners can rebuild consumer confidence, and why leaders must invest in building trusted employee relationships.

Consumer confidence will be the new currency of business; here’s how companies can respond.

Pivoting in the pandemic, assessing supplier diversity initiatives, and creating a framework for discussing race.

In a global pandemic, a quick pivot to a digital business model may help retailers survive.

Strategy hijacks — situations in which companies must adjust their strategies due to consumer backlash — can be predicted and avoided.