Marketing
Does influencer marketing really work in 2026?
Authentic future: the shape of influencer marketing in 2026.
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Marketing
How resilient brands keep customers in volatile markets
A practical guide to building brand immunity across your customer base.
Marketing
How platforms can win by selling smarter, not harder
New research shows how platforms can manage competition more effectively by rethinking how they share information with providers.
Marketing
Swatch: 8 actionable lessons from a pioneering brand
Dr Omar Merlo, Associate Professor of Marketing Strategy, offers insights from his latest book on the Swiss watch industry crusader.
Marketing
How to create more effective marketing strategies with data
For a long time, academics and marketers have struggled to directly observe the consumer's "journey". But all that's changing, thanks to the availability of pre-purchase data.
Marketing
Surviving public outcry: How to keep your customers when things turn ugly
Discover the immunity metric, a new tool that measures customer loyalty and resistance to negative information, helping brands protect their reputation and build lifelong loyalty.
Marketing
Lessons for leaders: successful brands have multiple personalities
Brand archetypes have been used to help companies connect with consumers for 20 years – and, when used correctly, they are still a vital tool for marketers.
Marketing
Toxic customers and how to handle them
Slighted customers can severely damage a business – particularly in the age of social media. So, what's the best way to respond to negative reviews?
Marketing
5 ways to achieve brand admiration – and why it matters more than ever
People are fed up with companies that overpromise and underdeliver. So, what does this mean for brand owners?
Marketing
How to help customers make better purchases
With the cost of living being squeezed, consumers are making ever tighter comparisons about products, but how can they be encouraged to make the best possible choices for them?
Marketing
Do social media-led brand boycotts work?
Political consumerism is on the rise and brands are often expected to take a stand on hot button issues. But how worried should companies be about the threat of a social media-led boycott?
Marketing
Delivering brand resilience in the digital era
Brand resilience describes how strong brands can withstand external pressures through difficult times. If properly cultivated, brand resilience will ensure your brand stands the test of time.