Publications

  • Avoiding the Pitfalls of Personalized Marketing and Sales

    June 08, 2016 | Bain Brief

    The segment-of-one approach is disrupting conventional marketing. Yet it's all too easy to build a personalization program that falls short of consumer expectations.

  • Bought Not Sold: Marketing and Selling to Digitally Empowered Business Customers

    October 07, 2015 | Marketing & Brand Strategy | Bain Brief

    First impressions have always mattered, but now they involve building out a relevant and deep digital footprint to reach a potential customer early in the buying process, staying on the prospect's short list, and engaging the customer with the right experts in the right channel to close a deal.

  • Valentine's day: Bid to ensure you are not otherwise engaged

    January 20, 2013 | Marketing & Brand Strategy, Retail | Financial Times | Media mention

    Approaching Valentine's day, jewelers have increased their marketing efforts to "ensure they keep diamonds at the top" of the minds of engagement ring customers.

  • The big brand loyalty theory is history

    January 10, 2013 | Marketing & Brand Strategy, Retail | MarketingWeek | Media mention

    The current retail environment is more promotion-driven, rather than brand-driven. According to a Bain & Company study, 50% of "a brand's 'loyal' users will not be with them the following year.

  • 7 things firms need to know

    July 21, 2006 | Customer Strategy & Marketing | The Straits Times

    The news this week that marketing and public relations roles are in hot demand in Singapore - among the top three jobs that companies here are trying to fill - comes at a time when the days of traditional marketing may be numbered.

  • Route to a brand's best strategy

    April 12, 2005 | Consumer Products | European Business Forum

    New findings challenge the belief that market share alone correlates with profitability. Bain & Company's analysis of 200 brands shows that products at the high end stand to earn considerably more with a smaller share of the overall product category.

  • Manager's Journal: Think Globally, Market Locally

    September 08, 2003 | Customer Strategy & Marketing | The Wall Street Journal

    American consumers and restaurateurs boycotting French wines may sound like a publicity stunt — akin to Washington politicians renaming French fries freedom fries — but it is serious business for winemakers in Bordeaux and Burgundy. Shipments to the U.S.

  • The name is Bond

    March 31, 2003 | Consumer Products | Benelux newsletter

    Few will contest the importance of brand awareness. We know implicitly that a strong name must provide some form of competitive advantage. But we have a harder time grasping that it doesn't necessarily translate into profits.