Brian Honigman

Follow the leader is not only a children’s game but a concept ingrained in the social psychology that drives us to emulate what’s popular. Marketers are notorious for paying close attention to what’s resonating in their industry amongst their peers and capitalizing on it, but often to a fault. Here's how to fix that.

Companies may move locations for tax incentives, lower real estate costs, access to talent, or to increase their office footprint, downsize their operations, and more.
“The prime motivator is often related to real estate; an old, long-term lease ending or a property being sold,” says Harry Chernoff, a professor of operations management at NYU Stern School of Business.

Today, more than 95% of Americans have some kind of mobile phone, while globally, five billion people have a cellular device, according to the Pew Research Center.
Thanks to its convenience, speed and ease of use, texting has become a ubiquitous experience. Despite this prevalence, however, only 39% of companies have adapted to their customers' behavior and preferences in this regard. Here's how to get started.

Most marketers are skilled at gaining the attention of new customers, but fewer are successful at cultivating their customers’ trust and support for the long-term.

Word-of-mouth buzz as a marketing tactic can be a game of chance unless brands strive to consistently give customers something to talk about — and genuinely stellar customer support is always a favorite topic of conversation.

Most organizations want to be known as a thought leader and create content to define themselves distinctly, yet they often add to the noise instead of building authority.
Being considered a thought leader requires more than committing to publishing content as what truly builds recognition is the ideas you’re covering and how they’re positioned.

Product drops have become one way to address this challenge. Product drops are when a company releases a limited-edition product line for a short period of time.

While your website's homepage is often considered your company's first impression, the services page actually might be a better asset to focus on: 47% of visitors check out a company's product or services pages before looking at any other section of a website.
The challenge is, designing a services page that works is often more nuanced and challenging than a product page—after all, you don't have beautiful photos of a physical product to show people what they're getting.

For decades, marketers have relied on their creative side to inform the direction of their campaigns. Paired with their knowledge of a company’s brand and their experience within an industry, marketers succeeded by taking calculated risks based on what drove sales in the past.

Generation Y is made up of experience-driven travelers that demand seamless interactions across multiple devices when planning trips and booking travel.

Even with a small budget and limited resources, small businesses can use Facebook to connect with their customers and local community to drive sales and awareness.

The Container Store is often referred to as the creator of the organization category at retail since its founding in 1978, but the company is slowing losing its edge.
Lackluster holiday sales in 2018 led to profits falling more than 30% from previous years, which is likely related to the ever-shifting retail landscape, the prominence of Amazon and the fact consumers have more shopping options than ever.
While there’s been growth in the company’s custom closets division and potentially a boost...

Customers who shop online and in-person spend on average 4% more on each in-store trip and 10% more online than shoppers visiting only one channel, according to the Harvard Business Review. Coordinating online and offline marketing requires following omnichannel best practices—including being mindful of your budget and resources, keeping consumer data uniform, and offering a seamless, experience to customers.

With these solutions for businesses and event planners, you can your event can run without a hitch. These tips include insight into how to deal with common hurdles for event planning and execution.

It’s rumored that Home Depot is in discussions about acquiring XPO, a $9 billion company that offers logistics services for retailers. Learn how to ensure your company’s logistics are a competitive advantage with our no-nonsense guide below.