Strategic Marketing

A CEO goes on record supporting gun rights, and consumers react. Some stock up on the company’s products, others boycott. What fuels such “lifestyle politics”? Are consumers motivated by deep personal belief, or are they publicly signaling their values to an audience of like-minded peers?

Darden Professor Anthony Palomba discusses how consumers perceive streaming services based on the companies’ original series, and how those series inform customer loyalty and the value viewers place on a brand associated with shows they find appealing.

Trends and predictions for the AI world. The importance of careful communication. Groundbreaking research using neuroscience to predict human choices. Employee disengagement and what to do about it. The importance of generalists in a tech-driven working world. Darden Ideas to Action insights draw from faculty expertise, books, research and cases.

Advertisements used to be an inevitable companion to entertainment. The industry thrives; the average American consumes about six hours of media a day. But as methods of media consumption change, the audience is not necessarily captive. So how do advertisers find creative ways to get their messages across and people still willing to receive them?

Leverage the potential of artificial intelligence, the value of first-party data and the power of stickers: Darden Professor Raj Venkatesan discusses the importance of personalization and data-driven marketing — and offers his blueprint to navigating the marketing revolution.

New research uses neuroscience to examine how humans make decisions and presents a framework — proven to have startling accuracy — to predict what choices we’ll make under what circumstances. Darden Professor Zhihao Zhang discusses the role memory plays, as well as implications of his groundbreaking research for brand awareness and beyond.

In the streaming service entertainment wars, how does competition for original content affect a brand? As they reconsider revenue sources, how can industry leaders and advertisers reckon with instability and build the right niche?

The streaming industry is changing. Netflix is adding ads … in ways you might not expect. Amazon Prime knows what TV shows you watch on Amazon Prime. They also know the brand of your toilet paper. Advertising + Consumers = Changing.

Media streaming services have irrevocably changed advertising, and ad-free and streaming services are forcing advertisers to throw old models out the window. What comes next?

Darden Ideas to Action insights draw from faculty expertise, books, research, cases and white papers. Here: the most read stories of 2022. How can one build a brand? What happens when buzz turns to backlash? How does a strategist prepare for the unforeseeable? What inequalities to women face in feedback? And why is storytelling an essential skill?