Humanizing a brand can be a highly successful marketing strategy—unless you're targeting people who want to express their own uniqueness.
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.
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.
Paid search advertising on Yelp can boost interest in small businesses that might otherwise get overlooked by consumers, research shows.
Research—and the Ghostbusters movie—have shown that humanized brand characters can create strong emotional bonds between consumers and product.