In Fashion, If It's Hot, Let It Drop

SMITH BRAIN TRUST – When a hot designer wants a blast of interest in a new product line, there's a single strategy that has recently risen to the top: The drop. It's the sudden availability of a buzz-worthy new item, online or in a limited location, and in very limited quantities. If you want to get it, you gotta move quickly. The drop is a competitive shopping sport. And that's precisely the point.

Fearless Idea 13: Play the Underdog Card

SMITH BRAIN TRUST — Brands like Nantucket Nectars, Ben & Jerry's, Toms Shoes, Burt's Bees and Lifeway have thrived against bigger, longer-established competitors. They’ve emphasized modest roots and played up virtues like product health benefits and their social consciousness or environmental consciousness.  Appearing resource-modest, but highly moral, they’re tapping into the adage “consumers gravitate to underdogs.”

Is This Trump's Next Campaign?

SMITH BRAIN TRUST — Donald Trump has a problem that the opinion polls aren't capturing. It's his brand. If the polls hold and Hillary Clinton wins the presidential election on Nov. 8, the New York mogul will be surrounded not just by the tatters of a failed political campaign, but also by a business brand that's been tarnished beyond recognition. Restoring that brand to its former luster could be his toughest challenge yet.

How Underdogs Can Win in the Service Industry … and Politics

SMITH BRAIN TRUST — Selling your house and needing help? You’re likely focused on finding a competent agent with a successful track record, and it’s unlikely you’ll make extra time to seek character references.

Multi-Format Digital Content

Research by P.K. Kannan and Amna Kirmani Consumers are willing to buy multiple formats of content when they can count on consistent quality and use the formats in different ways.

Vigilant against manipulation

Research by Amna Kirmani

Super Bowl Ads That Scored—Even When the Game Didn’t

Which commercials from the Big Game flopped, flourished or found the right tone?

Why Brands Are Rethinking Their Political Giving

Several corporations say they're halting or suspending donations to the 147 lawmakers who voted against certifying the election.

How Moving Helps Global Charities

New research finds people who move more are more connected with the world and donate more to charities outside their local area.

How Consumers Responded to COVID-19

New research offers a conceptual framework for examining threats and how they impact consumer behavior.

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