Category: brand management

Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive
Nov 28, 2023
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by
HBR.org
in Audio, brand management, Corporate social responsibility, Disabilities, marketing, Retail and consumer goods
How should the fashion company scale its adaptive fashion line?
The Risks of Rebranding
Nov 15, 2023
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by
HBR.org
in Audio, brand management, marketing, Strategy
Brands are constantly changing to “stay fresh,” but that’s often a mistake.
How to Reinvent a Consumer Brand
Aug 15, 2023
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by
HBR.org
in Audio, brand management, Customer strategy, Leadership, Retail and consumer goods, Social marketing
Insights from the marketer who helped make Crocs and Stanley Cups cool.
How the Best Brand-Influencer Partnerships Reach Gen Z
Jun 14, 2023
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by
Janet Balis
in Advertising, brand management, Digital Article, marketing, Marketing industry, Sales and Marketing, Social marketing, Social Media
Five lessons from companies leaning into the creator economy.
Research: How Social Media Can Help You Find a Partner Brand
Mar 30, 2023
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by
Pankhuri Malhotra
in brand management, Digital Article, Social Media, Strategy
Looking at which brands you share followers with can surface surprising opportunities.
High-Tech Touchpoints Are Changing Customer Experience
Mar 20, 2023
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by
Karen Lellouche Tordjman
in Advertising, brand management, Consumer behavior, customer experience, Customer Service, Digital Article, digital transformation, marketing, Sales and Marketing
As technology becomes more powerful and affordable, your company is only limited by its imagination.
Using Technology to Create a Better Customer Experience
Mar 17, 2023
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by
Leah Leachman
in Advertising, brand management, Consumer behavior, customer experience, Customer Service, Digital Article, Market research, marketing, Sales and Marketing, Social marketing
Your strategy should be driven by relationship-building — not shiny new tech.
B2B Sales Culture Must Change to Make the Most of Digital Tools
Mar 15, 2023
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by
Prabhakant Sinha
in Advertising, brand management, Consumer behavior, customer experience, Customer Service, Digital Article, digital transformation, marketing, Sales, Sales and Marketing, Social marketing
You can’t deliver a modern customer experience with a dated approach.
8 Best Practices for Creating a Compelling Customer Experience
Mar 14, 2023
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by
G. Tomas M. Hult
in Advertising, brand management, Consumer behavior, Customer strategy, Customer-centricity, Digital Article, Internet of things, Market research, Market segmentation, marketing, online communities, Sales and Marketing, Social marketing, Social Media, Web-based technologies
Takeaways from an analysis of the American Customer Satisfaction Index.
Sales Teams Need to Stop Focusing on the Customer Funnel
Mar 13, 2023
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by
Frank V. Cespedes
in Advertising, brand management, Consumer behavior, customer experience, Customer Service, Digital Article, digital transformation, Market research, marketing, Pricing strategy, Sales, Sales and Marketing
Instead, build an “experience chain” that aligns the customer journey across physical and digital channels.