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#Marketing

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A crowd of people celebrating the victory of their favorite sports team. A man waves his hands and shouts slogans of support. Vector illustration
Choose to Lead

Winning hearts, not just games: the power of emotion in sports marketing

#Marketing #Strategy

ESCP alumnus Pierumberto Viotto, now at energy drinks company Red Bull, shares how tapping into emotion creates unforgettable campaigns that connect with fans worldwide.

29 Aug 2024 4 min read
A photo of an open swiss army knife representing the idea of cross-functional talent in marketing
Tomorrow's Choices, Today

How cross-functional talent can lead to high-impact communications

#HR #Marketing

An expert in customer experience explains the pros & cons of cross-functional talent versus specialisation in marketing.

23 Sep 2022 6 min read
© Roblox & Gucci Garden, a virtual reproduction Gucci Garden Archetypes, an immersive multimedia experience
Tomorrow's Choices, Today

The Metaverse: how do brands fit into this new ecosystem?

#Marketing #Tech

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…

09 May 2022 7 min read
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Choose to Lead

Audio: a pillar of media innovation in 2022?

#Marketing #Media

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.

27 Apr 2022 7 min read
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Choose to Lead

Influencer marketing: why your company can’t live without it and what you can do about it

#Marketing #Strategy

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.

28 Mar 2022 7 min read
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Choose to Lead

Overcoming fair-trade products’ price disadvantage with clever pricing decisions

#Marketing #Sustainability

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.

10 Feb 2022 6 min read
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SpreadLove In Organizations

Leadership Through Universal Human Truth

#Leadership #Marketing

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…

07 Oct 2021Episode 0132 min
Picture of Tony the Tiger, advertising cartoon mascot for Kellogg's Frosted Flakes (​also known as Frosties) breakfast cereal.
TL;DR

Boring brands are better at creating buzz!

#Branding #Marketing

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.

29 Jul 2021 2 min read
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Choose to Lead

The place to be: lessons in branding from the tourism & travel industry

#Branding #Tourism

Marketing expert Shirley Liu explores some examples of brands that have successfully marketed their destinations and differentiated themselves in this highly competitive industry.

26 Feb 2021 6 min read
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Choose to Lead

It’s not rocket science, it’s well‑being science!

#Marketing #Well-Being

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.

02 Feb 2021 4 min read

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