When faced with uncertain times, what strategies can a franchisor implement so that in adversity their franchise will not ...

Emotional storytelling and ad creative play a critical role in strengthening B2B brand value, trust, and long-term market ...

Marketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer perceptions of their brand—and is ...

When a crisis hits, how you communicate it can either preserve trust with consumers or deepen the damage—a clear strategy can ...

Yet few companies have come to terms with the implications of that idea for their marketing management. Oldsmobile, for example, enjoyed outstanding brand equity with many customers through the 1980s.

Directed by human inquiry, AI, and more specifically, agents gifted with model-weight-based intelligence, mediates brand-customer interactions. In the new age, brand power endures.