Idea posted: November 2015

Institutions: University of Chicago Booth School of Business    University of St. Gallen   

As reported in a 2013 Advertising Age article, Geico Insurance’s ubiquitous talking Gecko was launched as a trial balloon. There had been no prior marketing research, and certainly no intention…

Idea posted: August 2015

Institutions: Ivey Business School at Western University   

Companies struggle with two apparently contradictory goals. They want their brands to be central in their category — in other words, the brand of record, similar to the position held…

Idea posted: May 2015

Institutions: Neoma Business School    University of Alberta - Alberta School of Business   

Many organizations must deal with multiple ‘logics’ that come with different and often conflicting or competing rules of the game. For example, organizations in the medical field must balance the…

Idea posted: December 2014

Institutions: University of Houston Bauer College of Business    Vlerick Business School   

Employees can impact a company’s brand equity. A friendly clerk in a store or an effective IT project team that delivers to the satisfaction of the customer are two positive…

Idea posted: October 2014

Institutions: Frankfurt School of Finance & Management    Pennsylvania State University Smeal College of Business    University of Chicago Booth School of Business   

For most consumers, waiting in a long queue is a frustrating experience. There is nothing to be gained from standing in a slow line at the grocery store or waiting…

Idea posted: August 2014

Institutions: The Wharton School of the University of Pennsylvania    Tuck School of Business    Kellogg School of Management   

As more and more people prefer to shop online, an online presence is almost a requirement for just about any kind of bricks-and-mortar company from any kind of industry. Some…

Idea posted: May 2014

Institutions: University of Michigan Ross School of Business   

When marketing their brands, companies will use image attributes, which are the impressions that the brand makes on the mind of consumers. For a car brand, for example, marketers might…

Idea posted: May 2014

Institutions: Aalto University School of Business    Rotterdam School of Management, Erasmus University   

The ‘2D:4D’ ratio — the ratio of the length of the index (2D) and the ring finger (4D) — is an established biomarker for the level of testosterone to which…

Idea posted: April 2014

Institutions: Columbia Business School    Ghent University    University of Antwerp   

Previous academic studies have connected how people feel about an ad to how they feel about the brand, but the validity of these results in the real world marketplace was…