Wharton professor Americus Reed discusses how brands create cultural relevance beyond traditional sponsorship.
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The biggest marketing wins at the World Cup did not always come from official sponsors.
Americus Reed, professor of marketing at Wharton and co-host of Marketing Matters, examines how brands connected with fans during one of the world’s largest cultural events.
He discusses the power of iconic brands, social sharing, earned media, culturally relevant advertising, and creative ways companies can become part of the conversation beyond traditional sponsorship.
Wharton’s Americus Reed II explains why identity permission — the willingness to make a brand part of how we see ourselves — is increasingly important for marketers in the age of AI.
Experts from the Wharton Neuroscience Initiative and Masterminds Education explain why fostering adaptability early on generates lifelong returns, especially in the age of AI.
In a wide-ranging conversation with Wharton Dean Erika James, Kenneth Shropshire reflects on his unconventional path to academia and how the business of sports has evolved over his career.
