When tire producers started launching recycled tires, truck drivers were sceptical. They didn’t trust the quality and assumed that there had to be a trade-off with the durability and effectiveness of the tires. Similarly, when there is a flu epidemic or pipes are clogged, consumers systematically choose the non-sustainable hand disinfectants and drain openers. Consumers are afraid that the […]
Imagine you learn about a concert through social media. You saw a friend post that she is excitedly planning to attend. How do you decide whether you want to go? Does it matter whether the concert is a popular artist performing in a major arena or an indie band performing in a neighbourhood venue? The analysis in my paper […]
More than 20 years ago, in a now-classic manifesto, Tom Peters announced to the world that branding was no longer the domain of companies alone: regular people must also become marketers for their own “brands” — “the brand called You” — and actively ensure that the world perceives them as they wish to be perceived. That once-novel idea has […]
Perusal of the business news on any given day reveals corporate behaviour unbecoming a civil member of society. Whole Foods Market’s CEO John Mackey used an alias on Yahoo Finance’s bulletin board for seven years to post comments that maligned rival Wild Oats Markets while boosting perceptions of his own firm. Both Uber and Lyft claim the other secretly […]
Could a single tweet destroy your company? Just a few years ago, a question like that might have seemed absurd. But now that possibility is something that executives and investors around the world are increasingly thinking and worrying about. Perhaps the most prominent evidence of this trend arrived at the start of 2018, when BlackRock’s Larry Fink laid out […]
In 1961, Daniel Ellsberg (who is perhaps best known for leaking the Pentagon Papers, a top-secret study of the United States’ involvement in the Vietnam war) considered a thought experiment involving two urns, each containing 100 balls. The first urn contained exactly 50 black balls and 50 red balls, while the second contained 100 black and red balls in […]
It was 1974. The UK market for wine was beginning to move. Branded contenders were making swift headway amongst unsophisticated UK wine drinkers. Key contenders were German, Blue Nun and Black Tower. And Mateus Rose from Portugal was also courting UK consumers. Despite these incursions, the market was still predominantly French with wines from across the channel in widest […]
During the U.S. presidential campaign of 2016, the media greatly downplayed the chances of Donald Trump’s electoral success, because many of this candidate’s proposals seemed unfeasible, or improbable. What political pundits had overlooked, however, was the power of emotions.
More recently, in the UK, Theresa May’s supposed “inability” to show emotion to the public proved fatal in the elections, and […]
Social media in the age of ubiquitous computing connects people, enabling them to share personal and professional experiences. Back in the beginning of the 21st century, businesses did not pay much attention to social media, considering it as a personal space for a network of people to hang out. From 2010 on, social media platforms have elicited attention as […]
It was a shocking scene, and it achieved instant liftoff in cyberspace. For days on end in April, the video of a bloodied passenger being dragged off a United Airlines plane by his arms seemed to play in a continuous loop on the internet, social media and cable TV.
The predictable result was a full-blown reputational crisis for United – […]
Organisations ranging from giants such as Apple and Amazon to small wineries and fashion boutiques regularly commit resources to persuading others to tout their innovative products. The results of these efforts are often mixed – some can build a passionate following that spreads news of how groundbreaking or remarkable a product might be, and some waste resources on customers […]
For a couple of weeks now, I am the proud owner of a wireless wrist device that tracks my physical activity, heart rate and sleep. It gives me real-time feedback and nudges me towards a healthier behaviour. Along with the device comes an app that allows me to monitor my weight, calorie- and water intake. The app further provides a […]
Endorsement and certification of brands have hit the mainstream, being used by both small firms and large multinationals in multiple product categories. Even old established global brands, such as Cadbury Dairy and Kit Kat chocolate created by Quaker businesses, are being offered with a certification label – the Fairtrade label. But what purpose do these certification labels serve? Who […]
In corporate offices, clients traditionally occupy dedicated and contained spaces that are segregated from staff areas and amenities. These spaces are designed as microcosms for meeting and entertaining, often contained in the most desirable parts of buildings with the best views and with the most luxurious interior design. This approach carefully plans a sequence of arrival spaces and ‘protected routes’ […]