Brands don’t always deliver what they promise. Regulation needs to focus on preventing harm rather than managing fallout.
Articles on Marketing
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Escapist marketing is a strategy that creates emotionally immersive experiences to help consumers temporarily escape from reality.
The same tools that companies use to sell products can be used to encourage people to get vaccinated, get a colonoscopy or get treated for an infection.
Global perceptions of China are often shaped by geopolitics and authoritarianism. Is Labubu the ‘cool China’ antidote?
UK brands must go beyond token gestures to build trust with Muslim communities.
Are social media influencers villains exploiting their audiences, victims of an unregulated industry or champions driving positive change?
They may look like innocent collectibles, but blind box toys tap into powerful psychological mechanisms that, concerningly, keep people coming back for more.
For many, the bee still stands as a symbol of resilience – a reminder of how the city came together in the face of tragedy.
Honesty is the best policy when planning a crisis response.
The Moomins inspire great affection in their relish of life, wanderlust, kind natures and their inclusive community spirit.
The branding saga of the name of HBO Max offers a clear lesson for marketers: when a rename threatens familiarity, consistency and clear messaging, customers will push back.
As wearable technologies become more popular, it’s important to consider how they actually work and what their data actually tells us.
How misleading marketing leads to greenwashed consumer behaviour and ineffective recycling of waste streams.
As digital replicas of real people become more common in image-based industries like fashion, urgent questions are emerging about the future of work in the cultural economy.
In an increasingly fragmented society, even a bumper sticker can be a subtle form of moral positioning.
Recent research found that pushy messaging that hectors consumers into making “correct” choices can backfire.
The mayor of San Juan has said Bad Bunny does a better job of promoting Puerto Rico than the island’s official destination marketing organization.
Today’s regulatory gaps and health concerns about CBD reflect those of the 19th century, when cannabis was first commercialised by the food industry.
The sandwiches may have been soggy but British Rail’s branding was sharp.
There’s an urgent need to protect younger Australians, and in particular men, at greatest risk of gambling harm. Here is one effective way this can be achieved.
Top contributors
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Lecturer in Marketing, Research School of Management, Australian National University
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Emeritus Professor of Marketing, University of Birmingham
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Director, Master of Business Administration Program (MBA); Co-Director, Better Consumption Lab, Deakin University
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Associate Professor of Marketing, Tasmanian School of Business and Economics, University of Tasmania
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Professor of AfroEurasian Sport, EM Lyon Business School
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Professor of Marketing and Consumer Behaviour, Queensland University of Technology
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Assistant Professor, Faculty of Business, University of New Brunswick
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Senior Lecturer in Marketing, University of Nottingham
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Associate Professor of Quantitative Marketing and Analytics, Binghamton University, State University of New York; Indiana University
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Professor of Markets, Business, and Society, University of Bath
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Professor of Operations Research, Brock University
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Professor of Marketing, The Ohio State University
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Professor of Public Health Policy, Deakin University
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Cartier Chaired Professor of Behavioural Sciences, Full Professor, Department of Entrepreneurship, ESCP Business School
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Professor, University of Technology Sydney