When Kraft launched a water enhancer, the company initially…

When Kraft launched a water enhancer, the company initially considered launching it as an extension of its brand Crystal Light, primarily sold to soccer moms. Instead, Kraft launched the product as Mio and successfully marketed it to Millennials, who embrace individuality and customization. In deciding whom they should exchange with, Kraft was:

Marketers’ interest in viral advertising has increased signi…

Marketers’ interest in viral advertising has increased significantly in recent years because of social media. Professor Thales Teixeira of Harvard Business School, and others have found that emotionality explains why people are willing to view certain ads over other ads. But, when it comes to sharing, emotionality explains just part of the story. Professor Teixeira found that most ads are shared by people who are:  

The Asakusa Capsule Hotel in Tokyo was inspired by the pursu…

The Asakusa Capsule Hotel in Tokyo was inspired by the pursuit of space efficiency and functional comfort. Said another way, minimum service, low price. The hotel offers a public lounge space, including bathing, and private space where the sleeping area is actually a capsule. Which value positioning is Asakusa Capsule Hotel using compared to traditional hotel offerings?