The Hermès Birkin and Walmart Wirkin offer contrasting case studies on luxury branding and consumer accessibility. While Hermès employs scarcity and exclusivity to position the…
The year 2024 demonstrated that advertising operates in an increasingly interactive and contentious space. For examples, see “10 Ads That Struck a Cultural Nerve in…
Our coverage of social media in Chapter 16 includes descriptions of how the major social media platforms work and their strategies. We include a lot…
This article (originally posted at Fast Company) describes the ongoing challenge fast-food brands face as inflation drives menu prices higher, sparking a consumer pushback. Iconic…
Our Chapter 15 case opener features Domino’s. The company has grown, in part, because of some great advertising over the years. This recent ad from…
A fun story in the New York Times, offers a case study for Nutter Butter, a sandwich-cookie brand owned by Mondelez. The brand has taken…
As a textbook author and marketing professor, I closely following developments in AI and their impact on education. As those of you who follow Teach…
These are some short articles on brands that may be of interest to you and your students. They offer short examples or assigned articles you…
These days some marketing campaigns include (or sometimes completely rely upon) influencers in the promotion blend. Influencers are one of the fastest growing forms of…