Armonia, or Harmony, is the official theme for the 2026 Milano-Cortina Winter Olympic Games, one that represents this particular Games’ broader vision for the world beyond sports [7]. Unlike traditional Olympic ceremonies held in a […]
Category: Chapter 9: Build the Brand
Fear-Based Marketing vs. Hope-Based Marketing: Which Works Best?
Marketing campaigns often tap into human emotions to influence decision-making. Two of the most powerful emotions marketers leverage are fear and hope. Fear-based marketing warns consumers about risks and negative consequences, while hope-based marketing inspires them with possibilities and positive outcomes. Both strategies can be effective, but the key is knowing when, where, and how to use them [1].
Leveraging Consumer Psychology for Stronger Brand Loyalty
In the ever-evolving world of marketing, understanding the intricacies of consumer psychology is akin to finding a hidden treasure map. Brands that tap into the psychological triggers of their audience can create not only one-time buyers but lifelong brand advocates. Let’s explore how some leading companies masterfully leverage consumer psychology to build unshakeable brand loyalty [1].
Omnichannel Marketing: How to Seamlessly Integrate Online and Offline Experiences
In today’s fast-paced, digital-first world, consumers are no longer tied to a single shopping channel. They might browse on their smartphone, research on their laptop, and make a final purchase in a physical store — or vice versa. This fluid journey between online and offline touchpoints creates both opportunities and challenges for brands.
The solution? Omnichannel marketing
Branding Across Borders: How Marketing Approaches in Western and Central Europe Differ from the United States
In an increasingly globalized world, branding strategies must adapt to regional tastes, cultural nuances, and consumer behavior. For businesses expanding across continents, understanding the differences in branding approaches between the United States and Europe—particularly Western and Central Europe—is key to establishing a strong and resonant presence [1]. In this post, we’ll explore some of the critical distinctions in branding strategies and consumer expectations across these regions[2].
The Power of Storytelling in Marketing: Crafting Connections That Last
In an age inundated with information and constant noise, the ability to cut through the clutter is more essential than ever for brands. One of the most powerful tools at a marketer’s disposal is storytelling. Effective storytelling not only captures attention but also forges deep emotional connections between brands and consumers. As competition increases and consumer preferences shift, understanding how to leverage storytelling effectively can significantly enhance a brand’s marketing strategy [1].
How Presidential Candidates Market Themselves in the 2024 Election
In the rapidly evolving world of politics, marketing plays a critical role in shaping the narratives, messages, and perceptions that guide presidential campaigns. As candidates for the 2024 election vie for voter attention, they are deploying a diverse range of marketing strategies to stand out in a crowded field. From traditional methods to innovative digital tactics, the way candidates present themselves is key to their success.
The Olympics: Crafting a Gold-Medal Marketing Strategy for Paris 2024
The Olympics is one of the most prestigious and widely viewed sporting events in the world, captivating billions of viewers across the globe. For marketers, the Games present a unique opportunity to connect with a vast, diverse audience. However, with this opportunity comes the challenge of developing a marketing strategy that not only resonates with this global audience but also aligns with the values and spirit of the Olympics. The 2024 Paris Olympics, with its emphasis on sustainability, innovation, and cultural celebration, offers a particularly compelling stage for brands to showcase their creativity and commitment to global values [1].
Marketing the Unknown: The Surprise Trip Trend
With the COVID-19 pandemic preventing opportunities for travel, the travel and tourism industry has seen the rapid emergence and growth of several travel trends as people can now follow-through on their vacation dreams and book trips. These trends include traveling to see a concert, making more sustainable vacation choices, and looking for unique, once in a lifetime trips as opposed to more common and mainstream tourist destinations. This last trend has led to an increase in “surprise travel”.
Marketing With a Message: Certified B-Corporations
In today’s business environment, there has been an increase in the number of businesses who have become Certified B-Corporations, or B-Corps. In order for a B-Corp to be successful in fulfilling its specific social and environmental missions, they must also be successful in turning a profit. And in order to attract investors, customers, and other important partners, a B-Corp must have a strong marketing team to convey what differentiates their business from other for-profit competitors.
Marketing Management 