Marketing

Taylor Swift, Trademarks and Music’s New Branding Model

Taylor Swift’s bid to trademark phrases from her songs highlights a shift in the music industry’s business and branding models, intellectual property experts say.

Trademark

To Buy or Not to Buy: How Increased TV Watching Impacts E-commerce

multi-tasking

Does e-commerce decline on days when TV viewership surges, or do people multitask and shop while they watch? Research by Wharton’s Shawndra Hill provides some answers.

Why Brands Need to Practice ‘Nimbleocity’

Newcastle-Brown-Ale

Brands that take bigger risks are reaping greater rewards in the world of digital marketing, write Google’s Eric Solomon and Gopi Kallayil in this opinion piece.

The Art and Science of Sound: How Music Influences Consumers

music

Pairing the right sound with the right brand can reap rewards for marketers — but today’s savvy consumers will also pick up mismatches instantly.

Are Your Customers ‘Clumpy’? What Binge-buying Means for Marketers

Binge buying

It’s no secret that many consumers now binge-buy online. But new research by Wharton’s Eric Bradlow shows how marketers can track that behavior to effectively target these profitable customers.

How Barnes & Noble Can Recover from the Nook’s Downward Spiral

nook

After the demise of its Nook partnership with Microsoft, Barnes & Noble should look to Starbucks for what to do next, Wharton experts say.

Why Time — Not Money — Is the Key to Happiness

happiness

Money can't buy happiness, but time -- and the way we choose to spend it -- can greatly impact how content we feel about our lives, according to Wharton's Cassie[…]

Customer Loyalty in the Age of Big Data

loyalty

Enhancing the customer experience is less about the volume of information available and more about using it strategically, according to experts at a recent Customer Centricity Summit.

How Health Insurers Can Get Closer to Consumers

healthcare big data

Cigna is using customer lifetime value calculations to make the health care system more easily navigable by different segments of consumers.

Bring Your Own Persona: Rethinking Segmentation for the New Digital Consumer

Apple-pay-2

New products like Apple Pay are exposing user preferences for payments and sharing data. That means companies should re-think how they segment their digital consumers, writes Scott Snyder in this[…]

Knowledge@Wharton Partners