Consider how brand extensions typically get researched today. Companies identify an audience segment that engages with their ...

The strategy seemed comprehensive: partner with 13 different websites, from Facebook and MySpace to Zwinky and NeoPets, ...

Napster’s partnership with Edel Music represented a desperate attempt to retrofit negotiation capability onto a platform ...

Tension: Hotel loyalty programs have achieved record membership growth while simultaneously eroding the very loyalty they ...

Direct mail achieved a 4.4% response rate, compared to email’s 0.12%. Digital display advertising performed even worse. The ...

Tension: Every email signup represents an exchange where customers offer attention in return for value, yet most ...

The 2015 data revealed something marketers spent the next ten years trying to complicate: people want to hear from brands ...

Tension: Companies rebrand to signal transformation, but surface changes often conceal unchanged systemic practices beneath ...

In 2014, Experian Marketing Services released research identifying six distinct deal-seeking consumer segments. The ...

Noise: Industry awards often celebrate past achievements without acknowledging whether recognized platforms address emerging challenges that will define future success. Direct Message: The platforms ...

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