What's Inside a Tesla Battery, Sociologically?

What's Inside a Tesla Battery, Sociologically?

Fill it with meaning, not energy.

'Alex from Target': Can I Do This With My Brand?

'Alex from Target': Can I Do This With My Brand?

As #alexfromtarget is fascinating the Internet and creating a ton of brand buzz for Target, marketers may be asking: Can I do this with my brand? The answer lies in marketing's knowledge about diffusion and market creation.

Zombie Brands: The Science Behind Undead Market Icons

Zombie Brands: The Science Behind Undead Market Icons

When companies and products die, their brands often live on. From Napster and Pan Am to Woolworth and Mister Donut - zombie brands abound. They have been resuscitated, redefined, or kept alive by unusual means. However, zombie brands are not all made from the same cloth. Some are brought back as nostalgic fashion icons, others have been sustained by passionate fans. Yet others simply continue exist in other parts of the world or in our imagination.

When Brands Banter: Designing Doppelgänger Images

When Brands Banter: Designing Doppelgänger Images

From stories about Walmart as a corporate villain and pink slime at McDonald’s to jokes about Starbucks as “Starsucks” and Apple’s Bendgate. A brand’s meaning is not only created by the brand’s owner but rather by multiple stakeholders including journalists, celebrities, bloggers, activists, scientific experts, and consumers.

Why Brandy Melville Should Listen to Its Plus-Size Fans

Why Brandy Melville Should Listen to Its Plus-Size Fans

Brandy Melville offers fashion for "diverse California girls." And in Brandy Melville's opinion, this diversity is reflected in one size: small. "I don't think it causes a negative effect on the body image of any one of our shoppers because anyone can come in the store and find something. At other places, certain people can't find things at all."