Get to Know Them First: How David’s Bridal Wooed Its Customers
David’s Bridal had grown from loss in 1996 to more than $1 billion in sales by 2011 under the leadership of then-CEO Robert Huth. Despite the success, Huth was thinking about future growth; the wedding...
View ArticlePositioning Your Positioning: High Rationality and Low Emotion
Vertical position matters in marketing communications. We’ve known this for years. But our research shows a new finding about verticality: Deciding whether to place promotional content higher or lower...
View ArticleThree Things: Three Myths of Marketing
Big data has transformed the way we do business. It’s changing the game of marketing to the point that long-held maxims are no longer true. Previously, marketing was considered a fixed cost. But thanks...
View ArticleA Latte Success: How Starbucks Brews Customer Loyalty
The coffee industry is not immune to change. But even with rapid change spurred by an evolving artisanal coffee market and a 40 percent rise in the wholesale price of coffee beans, Starbucks continues...
View ArticleBranders-in-Chief, Part 1: Republican Presidential Campaigns
From “Tippecanoe and Tyler, Too” in 1840 to “Change We Can Believe In” in 2008, the use of branding in presidential campaigns is almost as old as the United States itself. In fact, from a marketing...
View ArticleBranders-in-Chief, Part 2: Democratic Presidential Campaigns
From “Tippecanoe and Tyler, Too” in 1840 to “Change We Can Believe In” in 2008, the use of branding in presidential campaigns is almost as old as the United States itself. In fact, from a marketing...
View ArticleThe Value of a Lifetime: Get and Keep the Right Customers
In today’s world of nearly ubiquitous entertainment, subscription services reign supreme. Hoards of consumers are increasingly willing to pay $10 a month to stream endless music from Spotify, $8.75 a...
View ArticleDynamic Signs for the Times: Prevent Injury and Engage Customers
It can be easy to ignore a sign — either because you didn’t see it in the first place or because you didn’t read all the information on it. But what if it were also easier to pay to attention? Working...
View ArticleStrategic Marketing in a New Market: Leonardo Olive Oil in India
When VN Dalmia (MBA ’84), chair of Dalmia Continental in New Delhi, decided to sell olive oil in India, he started by importing it from the Mediterranean while the company built its new olive oil brand...
View ArticleHow Under Armour’s Digital Marketing Proved en Pointe
In 2013, the sales of Under Armour amounted to $2.3 billion — but only $500 million of that came from women’s apparel. Kevin Plank was ready to grow the business he founded in his grandmother’s...
View ArticleMTV Shuga: A Public-Private Partnership
Public-Private Partnerships That Are Changing the World The Darden School of Business’ Institute for Business in Society partners with Concordia and the U.S. Department of State Secretary’s Office of...
View ArticleA Breath of Fresh Air in Brazil: Listerine’s Marketing Mix
In 2010, Ronaldo Art was named product manager for Johnson & Johnson’s Listerine in Brazil. The product was already the leader in Brazil’s growing mouthwash market, and Art was tasked with leading...
View ArticleHamilton Star’s Voice Rings True on Social Media
The musical Hamilton has grossed more than $75 million to date and regularly sells out. But even before it premiered on Broadway in July 2015, it was connecting with the public through an active social...
View ArticleSteering the Buick Image in a New Direction
After years of declining brand image and sales, the Buick team created a new product lineup and improved its customer service experience, and the company had the product awards and service ratings to...
View ArticleConsumer Pokénomics: Go-Time for Augmented Reality
Pokémon Go was a smash hit this summer. But did it also provide a glimpse into the future of consumer marketing? For Darden Professor Lalin Anik, the answer is a resounding “Yes.” At a recent talk for...
View ArticleMarketing ROI: From Art to Science
Did your marketing campaign allow you to acquire customers faster or more cheaply? Build a pipeline of leads? Burnish your brand’s reputation? Or something else entirely? In recent decades, marketing...
View ArticleThe Adventures of the Orange Pants: Vineyard Vines and Social Media
By 2014, vineyard vines was doing well in the preppy clothing market. The company had always used pictures of actual customers in its marketing, emphasizing its authenticity while engaging with its...
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Airbnb and a Host of Data
It took Airbnb no more than five years to disrupt the hospitality industry. An online marketplace, it connects guests looking for short-term vacation rentals to homeowners wishing to rent their spaces....
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All a Twitter: Tips for Developing Your Social Media Brand
Saturday, 28 January, marked Lunar New Year, the first day of the Year of the Rooster. The rooster, an animal known for its strut and attention-grabbing morning crow, is associated with image,...
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Sanitation Marketing Systems in Bangladesh: A Public-Private Partnership
Public-Private Partnerships That Are Changing the World The Darden School of Business’ Institute for Business in Society partners with Concordia and the U.S. Department of State Secretary’s Office of...
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