Brand+Management
Ignore Consumer Activists At Your Peril
Social change may be messy and unpredictable but there’s a way for organizations to be a more productive voice without being targeted
The Creeping Risk of “AI Ick”
Customer-facing applications built on generative artificial intelligence can get weird—and fast. Smith faculty unpack the implications
How to Build Trusted Brands
Jacqueline Prehogan has grown two of the hottest pet businesses in Canada. She reveals what’s involved in earning consumer confidence — and developing brands that last
Fake News Gives Brands a Real Headache
In the rush to capture eyeballs online, firms are inadvertently feeding the misinformation monster
Do "Under New Management" Signs Really Work?
Reminding customers of an ownership change is an old retail standard. But researchers wondered about its effectiveness
Ready for the recovery?
A leader’s post-pandemic playbook to build brand & reputation
Battle of the Brands: Sharing Shelf Space, Sharing Information?
When positioning their own store brands, retailers benefit from knowing what consumers look for. When does it make sense for them to share these insights with national brands?