brand awareness

“Consumers look to their peers before making purchasing decisions, which is why earned social media is so valuable,” said marketing professor Koen Pauwels. Photo by Adam Glanzman/Northeastern University

When it comes to social media, consumers trust each other, not big brands

It’s well known that the vast majority of America’s largest corporations use social media platforms to boost their brands, especially Twitter, Facebook, and YouTube.

by Jason Kornwitz September 18, 2017

This weekend, Dunkin’ Donuts announced it was trimming down—dropping the “Donuts” and going by, simply, “Dunkin’.” Photo via Flickr.

Why Dunkin’ might drop the ‘Donuts’ from its name

William Shakespeare wrote that “A rose by any other name would smell as sweet.” Dunkin’ Donuts seems to agree. The company is giving a new name—just “Dunkin’”—a test run. We asked Bruce Clark, associate professor of marketing, why, and if it’s likely to matter.

by Molly Callahan August 8, 2017

For many, the Super Bowl between the New England Patriots and the Atlanta Falcons will be less about the game and more about the ads. Perry Knotts/Associated Press

Do Super Bowl ads pay off?

The average cost of a 30-second Super Bowl ad reached $5 million this year, up from $2.4 million in 2007. With the big game just two days away, we asked professor Bruce Clark, an expert in marketing strategy and managerial decision-making, to weigh in on the pros and cons of shelling out beaucoup bucks for a half-minute spot during one of the year’s most-watched TV events.

by Jason Kornwitz February 3, 2017

When it comes to social media, consumers trust each other, not big brands

Why Dunkin’ might drop the ‘Donuts’ from its name

Do Super Bowl ads pay off?

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