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New research on marketing from Harvard Business School faculty on issues including advertising, crisis communications, social media, digital marketing techniques and strategy.
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Building ’Brandtopias’—How Top Brands Tap into Society

by Martha Lagace

What are "identity brands" and why are they so powerful? HBS professor Douglas Holt explains how some top brands—including soft drink Mountain Dew—deliver imaginative stories that are perfectly attuned to society's deep desires. Closed for comment; 0 Comments.

How a Juicy Brand Came Back to Life

by John Deighton

"Some brands just want to have fun, and from birth Snapple was one of them," says HBS professor John Deighton. As he explains in this excerpt from Harvard Business Review, the odyssey of the fun-loving beverage contains smart lessons for managers on branding and company culture. Closed for comment; 0 Comments.

How Marketing Can Reduce Worldwide Poverty

by Martha Lagace

Marketing to the world's poorest customers? There's no contradiction, say HBS professor V. Kasturi "Kash" Rangan and research associate Arthur McCaffrey. In fact, the marketing profession can play a huge role in alleviating global poverty. Closed for comment; 0 Comments.

Big Companies, Big Opportunities—Big Questions

by Julie Jette

Markets that were once protected in Latin America are suddenly open to competition from all sides. For large companies, this new playing field presents wonderful opportunities—but great risks, too. Closed for comment; 0 Comments.

Brand Power from Wedgwood to Dell: Part Two

by Martha Lagace

How do you make the jump from leading a small team in the proverbial garage to heading a multibillion-dollar business? HBS professor Nancy F. Koehn has answers. Second of two parts. Closed for comment; 0 Comments.

Brand Power from Wedgwood to Dell: Part One

by Martha Lagace

What can we learn from the lives of six masterful entrepreneurs from 1759 through the present day? Lots, according to HBS professor Nancy F. Koehn, as she explains in a conversation about her latest book. Closed for comment; 0 Comments.

Marketing a Country: Promotion as a Tool for Attracting Foreign Investment.

by Louis T. Wells & Alvin G. Wint

Using marketing tools and techniques to attract foreign investors is a common practice for many countries. But finding the right mix of techniques and organizations to do the promotion is key to successful marketing programs. Closed for comment; 0 Comments.

Building a Powerful Prestige Brand

by Nancy F. Koehn

Leveraging ambition, customer input, intuition, and a keen commercial imagination, a daughter of immigrant shopkeepers created a leader in the global prestige cosmetics market. HBS professor Nancy Koehn examines the genius of Estée Lauder. Closed for comment; 0 Comments.

Henry Heinz and Brand Creation in the Late Nineteenth Century

by Nancy F. Koehn

H.J. Heinz founder Henry Heinz developed sophisticated brand-building strategies without the advantages of modern economic analytic technique, data and theory. HBS Professor Nancy F. Koehn shows how in this excerpt from her Business History Review article "Henry Heinz and Brand Creation in the Late Nineteenth Century." Closed for comment; 0 Comments.

Innovating in the Feminine Care Market

Re: Rembrand M. Koning

Founded in 2014, Thinx, Inc. makes absorbent underwear that can be worn during menstruation. But the feminine care market had seen virtually no innovation in half a century because of the taboo against discussing the topic of menstruation. As a result, the startup was competing against large incumbents like Procter & Gamble and Johnson & Johnson. Can CEO Maria Molland (MBA 2002) lead a marketing strategy that confronts those taboos in order to bring innovation to the feminine care market? Assistant Professor Rembrand Koning examines these strategic marketing challenges and discusses the importance of removing taboos and biases in order to bring innovation to the feminine care market in his case, “Thinx, Inc.—Breaking Barriers in Feminine Care.” Open for comment; 0 Comments.