Reading the article in Journal of Marketing Research “Referencing a Rival Brand Can Increase Consumer Engagement” by Xuehua Wang, David A. Schweidel, and Michael

Creating a brand story is like baking a cake: you need to choose the right ingredients and follow the recipe! Have you ever tried

Archetypes make any story understandable, with recognizable behavioral and value factors because they are based on universal symbols and personality traits that the audience

Let me tell you a bit about storytelling. It has become very popular, but we seemed to manage without it just 10 years ago,

We are wired in such a way that our evaluation of facts and events always has a contextual color. In other words, whether we

I was at a Zoom class with Kotler. He said something interesting: in marketing, it’s important to measure everything because it allows you to