Let's not make things worse. As a summary, organizations and marketers love to talk about the benefits of our products and the customers who benefit from our products. But there are always consequences to products. Sometimes they are substantial, and sometimes they affect some groups more than others.
“Our research found that 79% of those who currently use someone else's password would not get their own subscriptions if Netflix outright banned account-sharing,” says Ben Treanor, whose company surveyed so-called “streaming swindlers.” And Netflix will have a fine line to walk if it introduces ads, says Yakov Bart, a marketing expert at Northeastern.
An Adidas ad for its new line of sports bras, featuring a photo grid of topless women, made a splash online recently, prompting a mix of praise and criticism. But it may not be so black-and-white. Northeastern experts in body image and marketing weigh the pros and cons.
Rebrands are rare, says Paul Fombelle, who worked at one of the world's biggest advertising agencies before teaching marketing at Northeastern. For the franchise most recently known as the Washington Football Team, a new name and logo won't matter as much as the play on the field, he says.
Artists signing over the publishing rights to their songs for a pretty penny isn't new. But the latest trend is driven by a few important factors, say Northeastern professors with deep knowledge of the music industry.
Father Isaac Keeley, a 71-year-old Trappist monk who lives in a monastery in central Massachusetts, didn't know the first thing about using social media to take his beer business national. Then he received a call from the Digital, Analytics, Technology and Automation (DATA) Initiative team at Northeastern.
Despite rising inflation, supply-chain disruptions and pandemic lockdowns, business is booming for well-known luxury behemoths like Louis Vuitton, Cartier, BMW, and Rolls-Royce Motor Cars. Economic and marketing experts at Northeastern explain what's behind the sudden surge in spending on some of the finer things in life.
Hopes for the digital media industry were elevated when co-founder and chief executive officer Jonah Peretti celebrated BuzzFeed's Listing Day at Nasdaq in New York City last month. Photo by Bennett Raglin/Getty Images
Better not, say two Northeastern scholars of law and marketing. While consumers may benefit from the convenience of touch-free checkout, it's not always clear what a company will do with consumers' biometric information once it has it.
Associate Professor of Marketing Yakov Bart explains why we rewatch shows when we experience times of extreme anxiety.