Marketing B2C



How CPG Brands Thrive Online

Sucharita Kodali May 23, 2023
We advise on how to rethink your CPG sales strategy, protect your brand and customers, and establish a strong online presence.

Paid Loyalty Programs Pique Premium Interest

Mary Pilecki May 19, 2023
Premium loyalty programs charge a fee for access to membership or a program tier. These can be one-time fees (REI — $30 once for a lifetime) or monthly/annual fees (Amazon Prime, Walmart +). In recent weeks, we’ve seen several new premium loyalty programs or tiers announced: Sweetgreen announced a two-tiered program in April with a […]

Lessons Learned From Bud Light’s Marketing Blunder

Audrey Chee-Read May 17, 2023
In early April, Anheuser-Busch’s Bud Light brand saw itself caught in a culture war fiasco. For its NCAA March Madness activation, the beer brand partnered with popular TikTok trans influencer Dylan Mulvaney for a one-time giveaway. This led to an uproar on social media — initially from conservative voices including musicians Kid Rock and Travis […]

The Upfronts Spotlight The TV Advertising Industry’s Lag

Nikhil Lai May 16, 2023
April showers bring May flowers and the TV upfronts. The ritual began in 1962, when ABC first scheduled all of its primetime programming to premiere during a single week in September. Since then, the medium of TV has evolved rapidly, but the upfronts have not. Consumption continues to grow across smartphones and smart TVs, satisfying […]

The Rise Of The Creator Economy: Creators Displace Advertising Paradigms

Kelsey Chickering May 10, 2023
With more than 300 million creators worldwide, the creator economy has grown exponentially over the last several years and shows no signs of slowing down. Creators — individuals who make and monetize social media content — matter to brands because they wield the power to make ideas, trends, songs, or products go mainstream overnight. They […]

The COVID-19 Global Health Emergency Has Ended, But These Three Consumer Behaviors Aren’t Changing

Audrey Chee-Read May 5, 2023
On Friday, May 5, 2023, the World Health Organization declared an end to the COVID-19 emergency. While it will keep its status as a pandemic, this new declaration is a long-awaited milestone. The COVID-19 pandemic is the first of its scale to have affected and influenced consumer behavior across the globe at a time when […]

Werbetreibende finanzieren unbeabsichtigt russische Desinformation

Kelsey Chickering 30 März 2022
Die russische Invasion der Ukraine wird durch Desinformation untermauert und angeheizt. Es ist an der Zeit, Trägheit zu bekämpfen und gegen Desinformation vorzugehen.

Prognosen 2022: B2C Marketing

Ryan Skinner 26 Oktober 2021
Die Zukunft, die wir uns vor nur zwei Jahren vorgestellt haben, hat sich nicht geändert, aber sie ist schneller als erwartet zur Gegenwart geworden. Für Führungskrafte im Marketing ist das Jahr 2022 ein entscheidendes Jahr für die Umstellung der Strategie.