Marketing Week11d
Think your category is a special case? Think again
The key pillars of brand building aren’t different for B2B, luxury and startups. The blueprints are the same, even if the ...
Hosted on MSN11mon
How Niche Fragrance Brands Are Evolving the Category's Marketing - and Taking Over Instagram in the Process
Let the (fragrance) notes be heard - and seen. In stark contrast to fragrance marketing's long-standing, sex-centric M.O., many of the category's buzziest brands today are leaning into perfume ...
Harvard Business School5y
Category Kings or Commoners? Marketing Shaping and Its Consequences in Nascent Categories
McDonald, Rory. "Category Kings or Commoners? Marketing Shaping and Its Consequences in Nascent Categories." Harvard Business School Working Paper, No. 16-095, February 2016. (Revised January 2022.) ...