20 years ago, the Pumpkin Spice Latte almost missed its shot.
Marketing with the Peak-end Rule
The peak-end rule has big implications for marketing and communications, from lead generation and customer touchpoints to internal comms.
Pricing Models and Marketing the Middle Option
Context informs every decision we make. Marketing plays a key role in shaping that context when buyers are ready to act.
The Marketing Behind Student Discounts
Student discounts succeed not because they’re discounts, but because they identify people during moments of change, lower the barriers to adoption, and create habits that drive long-term loyalty.
Phoebe Bridgers and Marketing an Album Launch
In most campaigns, maximizing exposure is the marketing standard. But that doesn’t mean you can’t step outside that playbook to reach audiences on different channels or build excitement.
Marketing ‘Down the Shore’
Every audience has its “down the shore.” It can be industry jargon, an acronym, or a nickname. Getting those terms right signals credibility.
Maker’s Mark and Hand-dipped Marketing
These days, fancy whiskey is big business. But not so very long ago, it didn’t have the same pedigree – or price tag. Maker’s Mark helped change that. Learn how brand identity can impact performance.
Spencer’s and Marketing Novelty
While many mall storefronts have struggled, Spencer’s is actually moving into a larger space at a South Jersey mall.
Marketing Play-Doh for Grown Ups
Hasbro is undergoing a companywide push in recent years to increase the average age of its consumers with a dedicated focus on “kidults.”
Bean Soup Theory
Bean soup theory has become a catch-all phrase for the idea that audiences today expect incredibly tailored content just for them – whether they’re the target audience or not.
Goalkeeping Branding at the World Cup
FIFA, the international governing body for association football and the host of the 2026 World Cup, has strict branding rules that it enforces during the 39-day tournament.
How Docker’s Saved Casual Fridays
If you’re grateful for “Dress Down Fridays,” you have the overheated workers of an archipelago in the Pacific and a smart marketing team to thank.
Bouba/Kiki Branding
When naming your business, consider the fundamentals of your brand experience and how you want to be perceived.
Marketing Put the Philly in Philadelphia Cream Cheese
Philadelphia Cream Cheese has never been produced, developed or packaged in Philly. So why’s it called Philadelphia Cream Cheese?
The Marketing Behind Minty Toothpaste
There’s a reason most toothpaste is mint-flavored – and it has almost nothing to do with keeping your mouth clean.
Milkshake Marketing
The McDonald’s milkshake mystery has become the defining example of Clay Christensen’s “Jobs to be Done” theory.
Marketing Takeaways from Commencement Speeches
As graduation season winds down, communications pros have another year’s worth of stellar speeches to mine for inspiration and techniques.
Ted Turner’s Media Legacy and Inventing 24-hour News
With CNN, Turner created a new reality for broadcast news – global and always-on.