Digital Exclusives
Brand awareness is no longer enough to drive marketing performance. Brands must possess meaning and intrigue and offer an experience, writes Jeff Fromm.
The Fighting CMO offers five ways to sell social media to your business leadership, without the need for hard return on investment proof.
Wharton Marketing Professor Pinar Yildirim reveals how organizations can design innovation tournaments and other crowdsourced contests for the best results.
Watch a Wharton Behavioral Lab facial analysis experiment in action.
A lot of the experiments at the Wharton Behavioral Lab could be considered surveys “on steroids.” Learn more here.
In the age of democratization, can brands truly level the playing field? Millennial marketing guru Jeff Fromm has answers.
Wyn Lydecker talks with fellow alumna and entrepreneur Mary Beth Minton, WG ’82, about startup marketing and the nitty-gritty of Kickstarter crowdfunding.
How to ensure that your lead-gen tactics result in the halo effect—or the marketing math of 1+1 = 3.
New lead-generation initiatives demand testing and measurement. Don’t go in blind. The Fighting CMO writes on how to think through your strategy and set goals.
Wharton Magazine reconnects with the co-founder of the Philadelphia startup Curalate, which seeks to help brands understand and succeed in the visual Web.
Search engine marketing may be better than search engine optimization. “The Fighting CMO” explains why.
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?
Social media metrics often don’t align with a brand manager’s offline intelligence. Why? And how can businesses best analyze the data? Prof. Wendy Moe explains.
Chief marketing officer David T. Scott takes the guesswork out of customer acquisition costs, marketing budgets and driving associated revenue.
To create meaningful relationships with millennial consumers, brands must first win over their millennial employees, writes branding expert Jeff Fromm.
A change communications strategist writes about her experience with Coursera’s “Intro to Marketing” course.
