Social media platforms like Facebook and Twitter have taken some of the marketing power away from companies and given it to consumers. Harvard Business School’s Jill Avery discusses the landscape of “open source branding,” wherein consumers not only discuss and disseminate branded content, they also create it.
Related: The Uninvited Brand Avery, Jill
Kristen V. Brown
The appeal of the fox as a branding symbol, especially for tech companies, is obvious: In modern Western culture, they are typically regarded as sneaky and clever. With its bad-boy vibe, the fox is kind of like the hacker of the animal kingdom - but it remains unthreatening and cute. Symbols like the fox with well-worn narratives are shortcuts for a company to convey what it's all about to a consumer.
Related: Understanding Brands
While all eyes in the film world are turned toward the Academy Award prize winners, the business school world has also just announced its very own "Oscars" -- those professors that have written the most effective case studies.
Related: Hubspot: Inbound Marketing and Web 2.0
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Jill J. Avery
Division of Faculty & Research
Harvard Business SchoolSoldiers Field
Boston, MA 02163