CCI fellows are constantly adding to the knowledge about customer behavior and trends. The CCI Insights Review synthesizes their research and makes it accessible to the broader marketing community for real-world application.
It was still early morning when Gary Hirshberg, the chairman and former CEO of Stonyfield Farms, showed a series of rather sobering slides. They were charts and tables, each demonstrating a year-by-year upward trend: inches of top soil lost, tons of agricultural pesticide applied, number of chemicals found in umbilical cords.
What on earth does a Formula One race car have to do with a razor blade? Can that brand-name medication really help me ride a tandem bicycle down a wooded path? Why don’t any of these advertisements have anything to do with the products they’re trying to sell me? These are the kinds of questions you might reasonably ask the next time your favorite television show takes a commercial break.
Which brands in your life really hold meaning for you? Which ones have a positive impact on you, your community, and the natural world? According to recent research performed by Havas Media Group, the majority of people surveyed globally wouldn’t care if 73% of brands disappeared tomorrow.
Listen to Kevin Ryan, Founder and CEO of Glit Groupe, as he talks about how marketers must leverage technology to reach consumers in new and different ways. The extent to which Gilt Groupe is able to tailor daily deals, email messages, and web-interface, as well as measure sales, is revolutionary.
The Yale Center for Customer Insights continued the conversation between academics and insights professionals at our recent conference, held May 10 & 11, 2013. Cutting edge research and the latest thinking on "Big Data", brand performance, social media, and innovations was presented and discussed at this unique event. Watch the videos and see the presentations:
Ed Harrington '87 was recently on campur to lead a group of Yale SOM students in a creative exercise to generate ideas for the One Yale initiative, an ongoing student-led effort to strengthen the ties between Yale SOM and the greater Yale University community. While on campus, Ed talked to us about the process and impact if ideation.
Imagine you are the CEO of a Fortune 500 consumer products company. Things are going well, very well, for you: your recent product launch was a smash, investors are enamored, and Wall Street is singing your praises.
But you know you cannot rest on your laurels forever. Your company needs to gear up for the coming product launch, and you need to decide on your next—as the marketing world calls it—brand extension.