The Lufthansa Group’s first consumer campaign, “Greatness is a Group effort,” is a clear real-world example of brand architecture, endorsed brands and the role of brand touchpoints.
Apply the Theory: Lufthansa Group and Umbrella Branding Find Out More...
Maslow’s Hierarchy of Needs explains five levels of human needs, from food and safety up to self-actualization. We follow one university student through each level to see how marketers use the model, and where it falls short.
Maslow’s Hierarchy of Needs in Marketing Find Out More...
The Ansoff Matrix shows four ways a business can grow: market penetration, market development, product development and diversification. We walk through each one with a simple café example and a ladder of risk.
The Ansoff Matrix: Four Growth Strategies Explained Find Out More...
Liquid I.V.’s McLaren Racing partnership and its new “Thirst for More” campaign are a good real-world example of sponsorship fit and how brands borrow associations to build brand equity.
Apply the Theory: Liquid I.V., McLaren and Sponsorship Find Out More...
Should you market to everyone, or focus narrowly on one group? Here’s how mass, differentiated, concentrated, and niche marketing strategies compare, with a skincare example.
Mass, Differentiated, Concentrated, and Niche Marketing Find Out More...
Banking is intangible and built on trust, which is why a bank’s marketing mix needs more than the traditional 4Ps. Here’s how the extended 7Ps apply to banking.
Designing a Successful Marketing Mix for a Bank Find Out More...
The Bass Forecasting Model is used primarily for its ability to predict the adoption and diffusion of new products and technologies in the market. It’s especially useful for innovative products where past data or similar products may not exist for comparison.
Using the Bass Forecasting Model Find Out More...
There’s no single best marketing metric. Here’s how the main categories, from brand awareness to customer lifetime value, work together to show the full picture.
Key Marketing Metrics Find Out More...
Two coffee shops can source the same beans and still have wildly different results. Here’s how the 7Ps framework explains why, from pricing signals to the “third place” idea Starbucks made famous.
Marketing Mix for a Coffee Shop Find Out More...
This article looks at the top 10 marketing models that professionals and students need to be familiar with.
Top 10 Marketing Models You Need to Know Find Out More...
