Nestlé: Leveraging the hard discounter channel

Taking up a new leadership post can mean a dramatic shift in the way others see you – and how you define yourself. It is vital to learn how to separate your true self from the demands and expectations of the role.

Campaign failures at Apple, Bud Light, & Jaguar show why boards must prioritize marketing oversight. Insights from Su-mei Thompson.

BARCELONA, JANUARY 2023. What started in 2016 as a humble entrepreneurial attempt to contribute to a more sustainable future had turned into a solid eyewear brand present in major Western markets. François van den Abeele was even more excited by t...

As with most business opportunities, branding is essential to pioneering in sustainability. Only with branding can a company resist commoditization and obtain a premium price to compensate for the upfront investment and risk in making a major chan...

The Swiss start-up Planted makes plant-based meat substitutes with remarkable environmental benefits. Its “beef” requires 97% less CO2 and 81% less water than meat from cows, while its “chicken,” also from pea protein, involves 77% less CO2 and 81...

Consumer preferences are increasingly favoring brands with a strong local identity. The reasons for this trend include environmental concerns and challenges in our fast-paced, interconnected world. Global crises -- such as the COVID-19 pandemic, c...

Four tips to market to women more effectively and reach, engage and convert female consumers who make 80% to 85% of all purchasing decisions.

While it’s tempting for business leaders to think they can safely navigate a divisive cultural and political landscape, it’s a fool’s errand.

The case study delves into strategic transformation and leadership transitions at Unilever since 2009. Unilever has been an industry leader of business sustainability. Paul Polman was a pioneer who introduced the idea that, by addressing social an...

Marketing campaigns for sustainable offerings often fail, leaving businesses with products that do not sell. How can companies reach customers more effectively?