Impact & Expertise


Consumer & Retail Publications

  • Article
  • November, 2015
  • Beauty Books: Meeting More Demanding Print Advertisers’ Needs
  • Neal Zuckerman, Sarah Willersdorf, Alannah Sheerin, Dena Neuenschwander, Abby Carpenter
  • Magazines continue to be central to fashion and beauty advertisers. But expectations are rising, particularly with respect to the benefits that ad buyers want from publishers. Publishers will have to work harder to maintain their current positions—and harder still if they want to stand out.
  • Read more on bcg.perspectives
  • Perspective
  • November, 2015
  • Don’t Ask Your Customers What They Want (Because They Don’t Know Until You Show Them)
  • Michael Silverstein, Tom Robinson
  • Consumers cannot think in abstractions or predict their own behavior. They can only compare against their current frame of reference. So you need to make the big leap for them. You need to provide them with a reason to buy, a reason to brag to their friends.
  • Read more on bcg.perspectives
  • Focus
  • November, 2015
  • Dining and Dollars: Directing Restaurants' Digital Investments
  • Tom Lutz, Dylan Bolden, Patrick Hadlock, Keith Melker, Mary Martin
  • Restaurants face a particular conundrum that complicates their digital-strategy development and decision-making. It involves the need for scale, the speed of digital change, and traditional expectations with respect to ROI. Each company sees the hazards and the opportunities differently, but none can afford to be risk-averse.
  • Read more on bcg.perspectives

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