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Lessons for leaders: successful brands have multiple personalities
Brand archetypes have been used to help companies connect with consumers for 20 years – and, when used correctly, they are still a vital tool for marketers.
Surviving public outcry: How to keep your customers when things turn ugly
Discover the immunity metric, a new tool that measures and boosts customer loyalty and resistance to negative information. Learn how it can help you protect your brand reputation and win over your customers for life.
2022 in business: 10 of the top IB Knowledge articles of the year
We take a look at some of this year's most popular IB Knowledge articles
Do social media-led brand boycotts work?
Political consumerism is on the rise and brands are often expected to take a stand on hot button issues. So, how should brand owners respond when the threat of boycott looms large?
Why do poorer consumers often pay more?
New research shows people with less money are willing to pay more to avoid potentially discriminatory commercial environments
How to help customers make better purchases
With the cost of living being squeezed, consumers are making ever tighter comparisons about products, but how can they be encouraged to make the best possible choices for them?
5 ways to achieve brand admiration – and why it matters more than ever
People are fed up with brands that over promise and under deliver. So, what does this mean for brand owners?
Can an accredited health symbol drive sales and challenge perceptions of healthiness?
Consumers have a lot of ideas about which foods are healthy and which are not, but it may take less than you think to correct any mistaken beliefs and boost your sales
How to ensure customers are the focus of your organisation
Businesses will often say customers are top of their agenda, but too often the needs of clients slip by the wayside.
Why we should think before we judge "dirty" professions
Certain professions are considered "dirty" even by those who know little about them, but society could benefit from banishing this stigmatisation, argues Dr Sven Mikolon
Coronavirus: What will Black Friday look like in 2020?
A year of uncertainty means shoppers are hungry for a deal, but things look perilous for bricks-and-mortar retailers
Coronavirus, marketing and “the new normal”: 3 tips for connecting with your customers
Businesses need to change the way they communicate with their customers