Winning hearts, not just games: the power of emotion in sports marketing
ESCP alumnus Pierumberto Viotto, now at energy drinks company Red Bull, shares how tapping into emotion creates unforgettable campaigns that connect with fans worldwide.
How cross-functional talent can lead to high-impact communications
An expert in customer experience explains the pros & cons of cross-functional talent versus specialisation in marketing.
The Metaverse: how do brands fit into this new ecosystem?
In today’s post-social media world, the growing role of the Metaverse is changing the way brands develop their digital strategies. A flash in the pan or a true online revolution? We spoke to ESCP Professors Michael Haenlein and Andreas Kaplan for their thoughts on this emerging space. Michael HaenleinProfessor ESCP Business School Andreas KaplanProfessor ESCP…
Audio: a pillar of media innovation in 2022?
We have spoken with Craig Strachan from Amazon podcasts and Joel Ronez from Binge Audio to get tips on how to create a valuable brand podcast experience.
Influencer marketing: why your company can’t live without it and what you can do about it
Michael Haenlein and his co-authors explain why Gen Z’s media consumption patterns have given rise to an industry that is here to stay, and what companies should do about it.
Overcoming fair-trade products’ price disadvantage with clever pricing decisions
Prof. Robert Wilken & PhD student David Bürgin’s research shows that by making consumers aware of their ethicality and sustainability benefits, partitioned pricing can help increase the sales of fair-trade products.
Leadership Through Universal Human Truth
In this episode, we hear from Gabi Mittas, international leader and Chief Marketing Officer Australia, New Zealand and North Asia Pacific Region at Eli Lilly, an American pharmaceutical company. We discussed her philosophy on leadership and the true meaning of spreading love in organizations. We all have a personal story that drives us Gabi walked…
Boring brands are better at creating buzz!
Prof. Benoît Heilbrunn reviews a study to explain why products and brands that are considered to be boring spark as much buzz as those that are not.
The place to be: lessons in branding from the tourism & travel industry
Marketing expert Shirley Liu explores some examples of brands that have successfully marketed their destinations and differentiated themselves in this highly competitive industry.
It’s not rocket science, it’s well‑being science!
Today, marketing managers have to provide positive experiences of consumption that move beyond functional and rational expectations to strengthen the relationship between customers and brands.
