Marketing & sales
The Personality Traits of Streaming Services: What Roles Do Original Series Play?
In the streaming service entertainment wars, how does competition for original content affect a brand? As they reconsider revenue sources, how can industry leaders and advertisers reckon with instability and build the right niche?
Netflix and Potential Game-Changers
The streaming industry is changing. Netflix is adding ads … in ways you might not expect. Amazon Prime knows what TV shows you watch on Amazon Prime. They also know the brand of your toilet paper. Advertising + Consumers = Changing.
Brain Scans on the Witness Stand: Revolutionizing the 'Reasonable Person' Standard
There are often different opinions between judges and juries in trademark cases about how similar the brands in question actually are, leading to large inconsistencies in the application of the law. Researchers propose a more scientific measure through the use of brain scans.
Ad-Free or Ad-Full? Streaming and the Media Diet Dilemma
Media streaming services have irrevocably changed advertising, and ad-free and streaming services are forcing advertisers to throw old models out the window. What comes next?
4 Steps to Building Your Brand: How Student-Athletes Can Win With NIL
Just as a successful organization has its own brand, so can a person, and it’s intertwined with reputation. That means on and off the field in the case of student-athletes, and now that they can make name, image and likeness (NIL) deals, they need guidance on how to build and manage that brand wisely. Here are the four major steps in the process.
Athlete Brands: UVA Baseball Star Learns to Pitch a Perfect Game on Social Media
In athletics, the smallest edge in reputation can mean a coveted NIL deal or a shot to play professionally. When college pitcher Brian Gursky set a goal to play in the major league, marketing expert Kim Whitler offered guidance on how to build his brand strategically, considering what his social media projected to scouts, coaches and sponsors.
AI, Word of Mouth, and Word of Machine: Context Is Everything
Word-of-mouth is a powerful, organic form of marketing. But what about word-of-machine? Research from Professor Luca Cian shows that customers trust artificial-intelligence recommendations when a product or service is practical but resist when they’re pursuing a product or service for pleasure. What can companies do with this information?
Identity-Based Alienation: How Marketing Can Backfire
What if a product is marketed to you based on one part of your identity? What if you consider that identity marginalized or the marketing is based on a stereotype, whether good or bad? In new research, a Darden expert examines when identity-based appeals are effective — and the importance of really knowing your customer.
The Stakeholder Podcast: The Container Store and Investing in Relationships
In The Stakeholder Podcast, Professor Ed Freeman interviews Kip Tindell, founder of The Container Store, about starting a business where everyone thrives thanks to the simplest form of the stakeholder model. They discuss optimism about the post-pandemic era, employees as true partners, and how to fix the capital markets to protect stakeholders.
Marketing Marked Improvement: Credibility and the Promise of Change
Weight loss aids, teeth whiteners, hair-growth serums: When marketing personal improvement products, advertisements often highlight dramatically different “before” and “after” photos —it seems intuitive consumers would be motivated by results, not the time and effort it takes to get them. But research shows the reality may not be so intuitive.