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  • 01 Sep 2008
  • News

Negative Ad Power

ominously at three in the morning. In commercial marketing, Apple’s “Hi, I’m a Mac; Hi, I’m a PC” spots are about as tough as comparison advertising gets. Yet the digs at Microsoft are offset by sympathy for the nerdy but likable PC... View Details
Keywords: John A. Quelch;Katherine E. Jocz; Colleges, Universities, and Professional Schools; Educational Services; Management, Scientific, and Technical Consulting Services; Professional Services
  • May–June 2011
  • Article

The Uninvited Brand

By: Susan Fournier and Jill Avery
Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details
Keywords: Marketing; Brands; Brand Building; Brand Management; Digital Marketing; Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Internet and the Web; Social Media; Advertising Industry; Advertising Industry
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  • April 1994
  • Supplement

Planet Reebok (B)

By: John A. Quelch
Supplements Planet Reebok (A). View Details
Keywords: Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom
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  • 27 Jul 2019
  • Op-Ed

Does Facebook's Business Model Threaten Our Elections?

In the 2012 US presidential election, the Obama campaign deftly used a Facebook app to register voters and have friends message them to get out the vote. But it was 2016 presidential campaign that really... View Details
Keywords: by George Riedel
  • 28 Jan 2015
  • Research & Ideas

Ground Game, Air Wars, and Other Marketing Lessons From Presidential Elections

What Chung and Zhang discovered was personal selling—the ground war—had a stronger effect on partisan voters, but a candidate's own advertising was better received by nonpartisans. Barack Obama's ground View Details
Keywords: by Dina Gerdeman
  • 29 Apr 2013
  • Research & Ideas

Diagnosing the ‘Flutie Effect’ on College Marketing

Boston College's greatest marketing campaign lasted about six seconds. It's called the "Flutie Effect." In a 1984 game against the University of Miami, BC quarterback Doug Flutie threw a last-second "Hail Mary" pass 48... View Details
Keywords: by Sean Silverthorne; Advertising; Advertising; Advertising
  • May 2011
  • Article

Underdog Branding: Why Underdogs Win in Recessions

By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
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    Jane Trahey

    Trahey was one of the first women to own and manage a major advertising agency in the United States. A prolific copywriter and author, Trahey is credited with the inspiration for the long-running “What becomes a legend most?” View Details
    Keywords: Services
    • November 2010
    • Article

    Capitalizing on the Underdog Effect

    By: Anat Keinan, Neeru Paharia and Jill Avery
    This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
    Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
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      Mary W. Lawrence

      or testimonials. She developed the “Quality is Job #1” campaign for Ford, the “plop, plop, fizz, fizz” campaign for Alka-Seltzer, and the “I Love New York” tourism campaign. She was inducted into the View Details
      Keywords: Services

        William Bernbach

        Bernbach catapulted the Doyle Dane Bernbach advertising agency into national prominence with innovative and creative campaigns. Doyle Dane Bernbach broke into the front ranks of advertising agencies with... View Details
        Keywords: Services
        • 24 Jun 2002
        • Research & Ideas

        Building ’Brandtopias’—How Top Brands Tap into Society

        supervision of a stressed-out boss. Holt attributes Mountain Dew's stunning success in the 1990s to PepsiCo's nimble transformation of the brand to fit these new ideological circumstances. A new advertising campaign, "Do the... View Details
        Keywords: by Martha Lagace
        • 01 Dec 2015
        • News

        Snapping Up Voters

        Saliterman—a 33-year-old veteran of the Bush White House and Republican National Committee—promoted new tools that permitted campaigns to run ads for a select group of voters before YouTube videos. After moving to launch Snapchat’s first... View Details
        Keywords: Sasha Issenberg
        • September 2001 (Revised June 2004)
        • Case

        Cafe de Colombia

        By: Rohit Deshpande and Alexandra de Royere
        Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. View Details
        Keywords: Globalization; Brands and Branding; Advertising Campaigns; Product; Goods and Commodities; Colombia
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          James W. Thompson

          campaigns in such magazines as Godey’s Ladies Book and Peterson’s Magazine. By the time Thompson retired in 1916, he had represented such companies as Eastman Kodak and Prudential Insurance, and his company had become an View Details
          Keywords: Services

            Thomas J. Burrell

            Burrell created his agency to capitalize on the untapped potential of the black market in America, and in the process, he became a pioneer of target marketing and built the largest black-owned advertising agency in the United States. He... View Details
            Keywords: Services

              Bowman Gray

              Gray developed the famous advertising slogan for Camel cigarettes: “I’d walk a mile for a Camel.” An early radio advertiser, Gray sponsored the Camel Pleasure Hour in the 1930s. Gray led the campaign against... View Details
              Keywords: Food & Tobacco
              • 02 Aug 2018
              • News

              Can Marketing Help Halt the Heroin Epidemic?

              Subscribe on iTunes Subscribe on SoundCloud More Skydeck episodes Dan Morrell: In 2008, Jim Langford (MBA 1984) became the executive director of the Georgia Meth Project, a nonprofit that blanketed his native state with a graphic, disturbing ad View Details

                Charles H. Steinway

                Following behind his Uncle William, Charles Steinway focused on the business side of his family’s growing piano empire. Charles introduced the company’s first modern advertising campaign and personally took... View Details
                Keywords: Fabricated Goods
                • 02 Jun 2003
                • Research & Ideas

                Why Have Marketers Ignored America’s Man-of-Action Hero?

                has been the central myth in American culture for the last twenty years. Yet only two brands that I've studied—Budweiser in the eighties and Nike in the period from 1988-1995—have tapped into this myth. Each brand used advertising to... View Details
                Keywords: by Manda Salls