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How to grow a premium brand without killing its soul

    How to grow a premium brand without killing its soul

Managers of premium brands face a perennial dilemma. How do you grow a premium brand without killing its soul – the unique brand cachet that attracts its core high price paying customers – even as you seek to expand sales to the masses by offering lower prices? In recent years, outlet stores located hours away from glitzy shopping districts, selling off-season and lower tier merchandise at a fraction of regular retail prices, have proliferated and become significant sources of revenues. The conventional wisdom is that relying on revenues from outlet stores can destroy the brand’s cachet over time. But according to a forthcoming study in the INFORMS journal Marketing Science, a leading scholarly marketing journal, outlet stores may actually help improve the brand’s cachet.

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Headlines

Challenges facing supply chain execs: leadership, labor, legacy technology

While most companies recognize the value of a digitally enabled supply chain – empowered by new technologies like artificial intelligence, blockchain, big data and analytics – many chief supply chain officers (CSCOs) are not leveraging their C-suite counterparts to help reinvent the supply chain function and transform it into an engine of new growth models and customer experiences, according to new research from Accenture. Read more →

Data Science Bowl: Using AI to accelerate life-saving medical research

Imagine unleashing the power of artificial intelligence to automate a critical component of biomedical research, expediting life-saving research in the treatment of almost every disease from rare disorders to the common cold. This could soon be a reality, thanks to the fourth Data Science Bowl, a 90-day competition in which, for the first time, participants trained deep learning models to examine images of cells and identify nuclei, regardless of the experimental setup – and without human intervention. Read more →

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