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.
Patti Williams, Wharton associate professor of marketing, explains how back-to-school shopping blends family decisions, identity, nostalgia, budgets, and retail strategy.
Recent Wharton research explains a long-standing puzzle in bond pricing to provide a more reliable foundation for evaluating corporate credit risk.
A decade-long Wharton study in Zambia found that a short course helped girls stay in school, delay marriage, and deliver strong returns on public funding at low cost.
