This is the Marketing topic for Lehigh Business Thought Leadership.

In Marketing, Is Co-creation a Double-Edged Sword?

Welcome to the world of co-creation, where customers are no longer a passive audience, but active co-producers who are defining and refining a brand’s value proposition.

When a Brand Becomes a Rival

Humanizing a brand can be a highly successful marketing strategy—unless you're targeting people who want to express their own uniqueness.

In Today’s Luxury Fashion World, Ugly Is In

In the fashion world, ugly has somehow become a signal of taste, of the good life, of luxury and prestige. New research helps explain why.

Going Mobile: An App a Day Helps Customers Stay

Research shows that companies that think a killer mobile app is the sole key to success in online shopping are likely to come up short when their customers check out.

Need Yelp? Study Shows Search Ads Work for Small Business

Paid search advertising on Yelp can boost interest in small businesses that might otherwise get overlooked by consumers, research shows.

Understanding the Benefits - and Risks - of Humanizing Your Brand

Research—and the Ghostbusters movie—have shown that humanized brand characters can create strong emotional bonds between consumers and product.