Branding to Earn Millennials’ Trust
What gets millennials’ attention and wins their loyalty? Marketing expert Jeff Fromm lets brands in on what they ought to know.
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Putting People Into Social Media Strategy
After working on cruise ships for almost seven years, it was time to return to America and “real life.” I could have lived anywhere. I chose to live in Los Angeles because of my connections. I went to...
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Engaging Hispanic Millennials in Four Steps
In metropolises like Los Angeles, New York, Miami and Chicago, more than half the millennial population is Hispanic. Every year from now until 2028, an average of 904,000 Hispanics will turn 18, making...
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Being a Social Influencer Means … a Road Trip?
Jason Will’s years of experience as a consultant at Accenture and Slalom gave him the knowledge to launch his new travel app Zipkick, but he partnered with a social media influencer, Scott Eddy, for...
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Overcome Barriers to Customer Centricity
As someone deeply interested in bringing customer value to life, I find pushback from practitioners—and their dialogue with each other on shared experiences—to offer the most valuable insight into the...
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Storytelling for Business Success
Since I was a little girl, I have always loved telling stories that were dear to my heart. I remember my teachers, even in elementary school, not wanting to be interrupted with my endless questions in...
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How Amazon Targets Millennial Parents
We are experiencing an epidemic. It is affecting 11 million millennials in the United States today. What is it that is taking over so many young lives and affecting nearly every decision they make?...
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Brazil’s Two Brands
Can a two-sided nation improve its ranking in the world? And why should it care? By Tom Lincoln Do nations, like products, have brands? Yes, says Wharton Professor David J. Reibstein. He teamed with...
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It’s a 10
Wharton grads formed the core of a team that revolutionized Microsoft Windows. By Jim Collins In January 2014, a handful of Microsoft’s smartest engineers slipped away for a three-day off-site at a...
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Identifying Business Growth Across Generations: Leverage the Millennial Mindset
Who are millennials? The answer depends on whom you are talking to. Statisticians will tell you millennials are young adults born after 1980 and that there are more than 80 million of them living in...
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Fitness Hype Offers Pathway To Success For Athleisure Brands
When it comes to generating fitness hype, perhaps no brand has done it better than SoulCycle. It’s nearly impossible to scroll through social media or make a trip to the gym without catching a...
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The Future of Global Consumer Markets with Mauro Guillén
What’s in store for global consumer markets? While geography will always matter, consumer segments tell a more insightful story. At the whiteboard with Mauro Guillén (Photograph by Colin Lenton)...
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Emeritus alumni bring “The Power of Age” to Knowledge@Wharton on Sirius XM...
Jim Rowbotham WG69 and Tom Hadlock WG66 (Illustrations by Riccardo Vecchio) In this episode of the Knowledge@Wharton program, (originally aired on Sirius XM Channel 111, Business Radio Powered by The...
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Pepsi, Uber, and Misinformed Marketing
Photo: Thinkstock In a highly connected, activist-charged world, commercial marketing matters more than ever before. If leveraged correctly, social media can be a powerful corporate tool. It allows...
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Marketing Tips for 21st Century Retailers
Insights into the evolving world of modern retail from academics and industry leaders at the Baker Retailing Center’s recent conference. (Left to right): Wharton marketing professor Barbara Kahn...
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Brand Management: A Career to Consider
Photo: Getty Images If you’re a recent Wharton graduate–or even if you got your MBA years ago–you likely took a job in banking or consulting right out of school, but it’s never too late to shift...
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A Guide to Online Business Valuation
The unique variables to consider when determining what an online company is worth. (Photo: Getty Images) Where would you begin if you had to value an online business? How would you account for the...
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What Your Words Say About You
At the Wharton Behavioral Insights in Text Conference, researchers shared best practices for deriving hidden meaning from language Associate marketing professor Jonah Berger presenting at Behavioral...
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Talking Global Fashion, El Corte Inglés, and Amazon
Alumni from the Wharton Club of Spain joined faculty and industry professionals at the "New Frontiers of Retail and Consumer Behavior Research" conference in Madrid. Photo: Getty Images Imagine the...
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How Brand Licensees Can Hurt Your Business
The controversy brewing in Asia over shark fins has pulled Starbucks into an environmental protest campaign. Photo: Getty Images For those in the world of Corporate Social Responsibility (CSR) and...
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