Will Consumers Continue to Buy Greener Products If/When the Economy Turns Down?
This is an important question with respect to sustainability (Chapter 3) consumer behavior (Chapter 5). With growing concern around climate change, a survey from summer…
Chapter 08
Gen Z’s Favorite Brands
I survey my students before each semester. I ask them about where they are from, their major/specialization, and what they want to do when they…
Chapter 08 | Chapter 09 | Legal | Product
Swiss Court Ruling Protects Lindt’s Chocolate Bunnies
Building strong brand preference is the goal of most many marketing managers. Unfortunately, after that happens, competitors may seek to hitch their own brand to…
Competition: Good for Innovation and Consumers
For many years home internet service providers like Comcast and Charter faced little competition. Now “Comcast and Charter face a grim new reality: action competition,”…
Sonic Branding…
Some content is delivered much better in an audio format. Take sonic branding — the creation of a sound that becomes associated with a brand….
Branding Changes Respond to Consumer Attitudes
You may have noticed fewer “diet” soft drinks on store shelves in the last few years. Apparently “younger people just don’t like the word ‘diet’”…
Lowe’s launches “Spatial Commerce” as part of its app
The last few editions of Essentials of Marketing have included examples of how companies are adding technology as customer service or a supplement to their core…
The most hated brands in America…according to Twitter
This article highlights a new report that highlights the brands that receive the most hate on Twitter. The findings of the study might be fun…
Breakfast Cereal Package Helps with Early Identification of Color Blindness
Simple story and example of Marketing for a Better World. Sometimes clever marketing aligns a brand while making for a better world. “While people can…