Darknet- the Darkside of the Internet
5 things marketers should know about the Darknet... Read more
7 February, 2019
Brand Rants
Making sense of international marketing and brand strategy in the information age
Understanding the negative implications of influencer marketing
Three implications to consider for a Brand Manager ... Read more
24 January, 2019 Anti-branding: Is There a Negative Effect on Brand Identity and Consumer Behavior?
This post discusses the long-term effect of anti-branding activities on brand identity and consumer behavior, analyzing the case of Ryanair... Read more
10 October, 2018 “Do Us a F(l)avor” – 3 Ways to Benefit from Crowdsourcing
Crowdsourcing campaigns enjoy great popularity. If you consider launching your crowdsourcing campaign, here are three ways to succeed... Read more
17 July, 2018 WHEN CONSUMERS FIGHT BACK: HOW TO DEAL WITH NEGATIVE ELECTRONIC WORD-OF-MOUTH – THE CASE OF UNITED AIRLINES
Four recommendations on managing negative electronic word-of-mouth based on United Breaks Guitars... Read more
11 July, 2018 New consumer trend on the rise: The Agnostic Shoppers. Are you one of them?
New consumer trends have been arising together with new consumer behaviors. The current trend of the agnostic shopper is challenging brands... Read more
23 May, 2018 Turning the Tables – How Brands Can Benefit from Anti-Branding
A guide on how brands can benefit from anti-branding with an industry example through Lego and their reaction towards an Anti-Lego campaign... Read more
9 May, 2018
