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What makes a truly great brand? The type that moves you… Gives you goose bumps, makes you laugh, or makes you cry? That makes you feel something? That makes you develop a relationship with that brand?
This class will give you a clear look into...
Submitted by Craig Davis
In-class Exercise
June 27, 2019
How to create a name.
June 11, 2019
Sustainable marketing is one of the main challenges facing firms over the next few years because of its potential impact on both the growth of firms and the image of business people, hence the need for executives to manage its implementation. This...
June 4, 2019
A consistent finding in sustainability research is that women are eco-friendlier than men, a gap usually ascribed to differences in socialization. Our research explored a corollary process—the cognitive association of environmentalism with...
March 12, 2019
Two homeschooled Florida teenagers meet in a homeschool group arranged by their moms, start community college at 14 years of age and discover a shared passion for social entrepreneurship. The result of that passion was the global jewelry and...
March 12, 2019
On September 4, 2018, Nike, Inc. launched a new ad campaign featuring, Colin Kaepernick, a professional athlete with a highly polarizing image. Kaepernick, known for kneeling in protest during the national anthem at National Football League games,...
March 12, 2019
On August 29, 2018 Eric Bauman, Chairman of the Democratic Party of California sent out a midnight tweet exposing In-N-Out Burger’s donation of $25,000 to the Republican party and called for a nationwide boycott. How In-N-Out responds to the viral...
March 12, 2019
Global Genes, a patient advocacy group for the rare disease community, must plan for the launch and marketing of Rare X, a new data collection and analysis platform. This moonshot proposal is contingent upon the collaboration of various stakeholder...
January 1, 2019
In principle, a business ought to thrive when its leaders make good plans (plans that provide for compensation greater than the risk implied in those plans), and its people bring those plans to fruition. However, in practice, dynamic causeand-effect...
December 31, 2018
This critical incident is about a strategic marketing decision. Andrew, the young marketing director of Dobry Svet (“Friendly Light”), faced a tough dilemma: how to provide further expansion of the Moscow-based business. Dobry Svet had been...