Digital Exclusives
Today’s companies need to convey a clear purpose to maintain loyalty.
Professor Patti Williams talks with an entrepreneurial alum about the process of naming his new product line and best practices learned along the way
C-suite leaders should recognize that this age demands a new strategic quarterback
Wells Fargo’s Jamie Moldafsky WG89 discusses the role data plays in well-crafted marketing strategies today — and the need to tread responsibly.
Professor Americus Reed’s marketing course shows how any business can reach consumers on a deeper level.
Can a two-sided nation improve its ranking in the world? And why should it care?
A sophomore comes to understand the power of the Wharton brand as he travels the world wearing his Wharton sweater.
Peter Fader evaluates top barriers to customer centricity, ranging from how to measure customer profitability versus cost to questions, to branding and privacy.
As the buying power of Hispanic millennials increases, brands must focus more on earning their business and loyalty, writes marketing guru Jeff Fromm.
What gets millennials’ attention and wins their loyalty? Marketing expert Jeff Fromm lets brands in on what they ought to know.
CMOs can do well by following four guiding principles adopted by brands like Uber, Airbnb, Nike and Virgin, writes Lippincott CEO Risk Wise.
Learn from the experiences of one of the nation’s largest airports, which studied and segmented its customers to better brand itself in a crowded market.
John McAdam, business coach, author and entrepreneur himself, offers ways to make sure people don’t forget what makes your business special.
Brand awareness is no longer enough to drive marketing performance. Brands must possess meaning and intrigue and offer an experience, writes Jeff Fromm.
In the age of democratization, can brands truly level the playing field? Millennial marketing guru Jeff Fromm has answers.
Wharton Marketing Professor Peter Fader posits P&G’s divestiture of 100 brands could start a “profitable-product death spiral.” What's a better alternative?
