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Marketing

Insights

A woman stands in front of shelves of beverages | Reuters/Stephane Mahe
November 9, 2016
Written

Are Consumers Turned Off by Too Many Choices? Not Yet.

A Stanford researcher disputes the theory of “choice overload.”

Insights

Man and woman walking past a restaurant | iStock/andrearoad
September 28, 2016
Written

Beware the Little-Known “Spillover” Effect of Online Ads

Companies that advertise hoping to boost sales may unknowingly help their competitors.

Insights

man serving several different craft beers | Reuters/Kim Hong-Ji
August 23, 2016
Written

Authenticity’s Paradox: If You Flaunt It, You Lose It

A professor discusses his decades of research into the origins, advantages, perils, and future of “authentic” branding.

Insights

Chika Okoro speaking at Stanford TedX
August 9, 2016
Written

The Subtle, and Unsubtle, Influence of “Colorism”

Stanford GSB alumna Chika Okoro challenges America’s image-makers to think before they cast.
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Latest Stories in Marketing

May 16, 2016
Written

Strong “Signature Stories” Can Shape More Than a Company’s Brand

Businesses can touch customers and clarify corporate values by creating a powerful narrative.
May 10, 2016
Written

Pedro Gardete: The Real Price of Cheap Talk

Do customers benefit from highly targeted online ads?
April 28, 2016
Written

In Searches, Those Paid Ads Pay Off

One study shows how native ads attract more business.
April 18, 2016
Written

Sick of Presidential Campaign Ads? Blame the Electoral College

Paradoxically, letting the people vote for president would cut advertising in half.
March 16, 2016
Written

The Risk of “Clicky” Content

Scintillating headlines draw readers, but there’s a better way to win audiences.
March 2, 2016
Written

Baba Shiv: Failure is the Mother of Innovation

Startups may embrace the “fail-fast” mantra, but many leaders are risk-adverse.
February 2, 2016
Written

How the NFL Turned the Super Bowl into a Money Machine

A sports management expert explains the economic impact of America’s largest sporting event.
January 6, 2016
Video

Jennifer Aaker: Why It Matters to Have Purpose in Your Life

People work harder if they feel that what they are doing has meaning.
December 16, 2015
Video

Jennifer Aaker: How to Use Humor to Improve Creativity

Humor can get you through long lines at Disneyland and a bad day at work.
December 10, 2015
Video

Jennifer Aaker: Capturing the Power of Empathy

Why product designers should put themselves in the shoes of their consumers.