What calculus should companies make when making a political stand?

Sep 20, 2024
Companies risk alienating a portion of their customer base if their political positions don't fit with their brand identities, warns marketing professor Eric Van Steenburg.
When Ben & Jerry's first started out, the company aligned itself with progressive values — something it is still known for today.
Lisa Lake/Getty Images for MoveOn

Companies have our data. Why do they keep asking if we like them?

Sep 11, 2024
Constant requests for feedback can provide useful info for firms. But there are alternatives to overdoing it and annoying customers.
These days, seemingly every purchase comes with a request for feedback.
Sean Gallup/Getty Images

A lot less rainbow in stores this Pride month

Some organizations are taking a step back on Pride marketing this year, while others are focusing within the LGBTQ community.
Brandon Bell/Getty Images

After last year's Pride backlash, many brands back away from trans-inclusive campaigns

Jun 10, 2024
After a period in which companies tried to stand out with progressive messages, experts see brands proceeding with caution this year.
Brandon Bell/Getty Images

Why does my electric company need to advertise?

May 3, 2024
Sometimes it's for public service announcements, sometimes it's for public relations after a scandal. Either way, some states are cracking down.
Utilities advertise to sell products, make public service announcements, and improve their image.
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In this year's Super Bowl ads, brands are mostly playing it safe

Don't expect to see much political messaging in this year's Super Bowl ads. And definitely don't expect to see much on crypto.
BMW's commercial featuring actor Christopher Walken is among the funnier ads this year.
Screenshot via YouTube

For some small businesses, creating content is big business

Nov 8, 2023
Many small business owners rely on content creation to boost sales, promote their brands and even generate additional revenue.
Video production on social media is a mainstay of content for small businesses. Sometimes it's meant to promote their offerings, but sometimes the content itself generates revenue.
demaerre/Getty Images

For public good, not for profit.

Fewer Americans want brands to take a stand on controversial issues

Oct 10, 2023
A recent Bentley-Gallup survey says 41% of Americans think businesses should take a public stance on current events. That’s down from 48% just a year ago. What happened?
Maybe we don’t care what our toothpaste says about us. But we do care about what our shoes say as we walk through the world in them. Above, a 2018 Nike advertisement featuring quarterback Colin Kaepernick.
Angela Weiss/AFP via Getty Images

Brands are using Spanglish to reach a new generation of Latino consumers

Sep 20, 2023
About two thirds of the 64 million Latinos in the U.S. speak “Spanglish” a mix of English and Spanish, according to a new report out today by the Pew Research Center. Advertisers are paying close attention.
Marketing experts recommend different amounts of Spanish and English for ads targeted at different age groups.
Rob Kim/GC Images via Getty Images

Did Burger King tell a whopper? Why false advertising suits are on the rise

Sep 20, 2023
Rebecca Tushnet of Harvard Law School explains the incentive behind companies making vague promises to consumers.
A class-action lawsuit accuses Burger King of falsely advertising the size of its Whopper.
Anne-Christine Poujoulat/AFP via Getty Images