The Marketing Bureau

Good Business or Bad Customer Relations?

First Published on knowledge@wharton

When Samoa Air last week announced it was going to start charging people for airline tickets based on their weight -- a concept that Samoa Air CEO Chris Langton defended in news reports as "the fairest way of traveling with your family or yourself" -- it set off a flurry of comments, some supportive, some not.  Read more >>

By Sean X
First Published on imediaconnection.com

When there are numerous people who want to "stand out" within a company (and show that they can help the brand perform) they tend to push for the ideas that generate more sales -- no matter what the cost. More revenue (and more anything, for that matter) often creates a culture where the shady tactic is not only permitted, but admired.  Read more >>

How Consumers Justify Supporting a Tarnished Brand
First Published on knowledge@wharton  

Wharton marketing professor Americus Reed and doctoral students Amit Bhattacharjee (now a visiting professor at Dartmouth) and Jonathan Berman were chatting at the department holiday party when the conversation turned to current events. It was December 2009, and the hottest topic of the day was the Tiger Woods scandal. The golf prodigy with the squeaky-clean image had just confessed to infidelity in a tangled drama that cost Woods, at the time the highest-paid athlete in the world, millions of dollars in dropped endorsements. Read more >>

....3 Characteristics
By Daniel Baylis
First Published on fastcompany.com

The most progressive brands are putting good into their core strategies. They are living their values. But what does it actually mean to be good in today’s market? Read more >>