Marketing

David J. Reibstein of the Wharton School says that Tesla could change its name and logo and essentially rebuild the brand to appeal to its original customer base, heavily made up of progressives concerned about climate change.

Annie Wilson of the Wharton School says that Crocs’ biggest shift in messaging was to embrace the criticism surrounding the unique appearance of their product.

In a co-written article, Barbara Kahn of the Wharton School says that reflecting on a prior experience socializing and bonding with friends can help mitigate the fear of missing out.

Gideon Nave of the Wharton School warns that any company looking to personalize its products or advertising would find DNA data highly useful.

Pinar Yildirim of the Wharton School says that attack ads can help newcomers establish a presence by associating themselves with a better-known name, even in a negative way.

Americus Reed of the Wharton School says that a message to reach the communities most affected by gun violence, particularly Black teens in Philadelphia, must feel rooted in their lived experiences.

Americus Reed of the Wharton School says that it’s difficult to parse which online campaigns simply amount to virtue signaling or “moral peacocking.”

Americus Reed of the Wharton School says that protest movements and collective organizing take time, especially as consumers deal with the normal pressures of life.

Santiago Gallino of the Wharton School says that too few staffed registers in a retail operation can frustrate customers who prefer traditional checkout, while an over-reliance on self-checkout can introduce inefficiencies and revenue loss.

According to a collaborative report by the Wharton School’s Baker Retailing Center, 75% of Gen Z consumers say that sustainability is more important to them than brand name when making purchase decisions.