Many retailers compete by offering the lowest prices or the widest selection of products. Costco does both, but its greatest strength may actually be its ability to create customer loyalty. Unlike most stores, Costco requires […]
Tag: branding
Spotify Wrapped: Why It’s One of the Most Successful Marketing Campaigns for Young People
Every December, it seems impossible to scroll through social media without seeing everyone’s Spotify Wrapped [1]. People share their top artists, most-played songs, favorite genres, and even the number of minutes they spent listening to […]
The Stanley Cup Effect: How a $45 Water Bottle Became a $750M Brand
The Stanley Cup is just a cup. It keeps your water cold, it has a handle, and it comes in different colors. By every rational measure, it is an unremarkable object that does a completely […]
Why Every Brand Has a Personality
There was a time when brands spoke in one voice. Somewhere along the way, brands stopped sounding like companies and started sounding like people with Wi-Fi and opinions. Everything was once approved by seven layers […]
The Business of Graduating
Every May there is a sense of change in the air. Not just for graduates, but for brands. The advertisements change, the store displays change, the email subject lines change. Suddenly everything is covered in […]
Netflix & Wait: The Return of Must-See TV
20 years ago, if you wanted to watch a TV series or movie you had to be sitting in front of your TV at a specific time or you’d miss it entirely. Over the years, […]
Legacy or Innovation?
For over 60 years, Nutella has built one of the strongest brands in the world by doing something most companies avoid: staying exactly the same [1]. Since its introduction in 1964, the Nutella chocolate product […]
The Future of The Search Is In Danger
What Google Actually Launched Over the past year, Google has started to change what searching looks like. Once a user searches instead of showing a list of links, it begins showing AI-generated answers through tools […]
From Stage to Headset: How ATEEZ’s VR Concert Redefines Fan Experience and Marketing Strategy
The global rise of K-pop has reshaped the music industry into an experience-driven marketplace where success relies not only on music production but also on innovative fan engagement strategies. Groups like ATEEZ have built strong […]
Going Viral for the Wrong Reasons: The McDonald’s Big Arch Case Study
Not all marketing success initially looks like success. When McDonald’s CEO Chris Kempczewski posted a promotional video for the company’s new Big Arch burger, it went viral but for all the wrong reasons [1]. It […]
Marketing Management 