Volume 14 (2025-26)

The rise of large language models (LLMs) is reshaping how brands are discovered, evaluated and purchased, requiring marketers to adapt their strategies for an AI.mediated environment. This paper introduces generative engine marketing (GEM), a systematic framework for ensuring brands are accurately understood and effectively surfaced by AI systems acting as gatekeepers, audiences and buyers. Using the Share of Model platform, the paper analyses how LLMs perceive brands, construct category narratives and determine visibility through new metrics such as mention rate, average position and category associations. Case studies demonstrate meaningful performance gains when LLM.derived insights are applied to media activation and content optimisation. The paper concludes that brands must strategically shape their machine.readable presence to succeed in the emerging ambient era of marketing. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: AI advertising; generative AI; AI search; GEO; answer engine optimisation; brand strategy; digital advertising; generative strategy

Brand strategy is too often reduced to visual identity or communications. Yet, when properly executed, it functions as an alignment mechanism for the whole organisation. This paper presents a case study of how the National Children’s Orchestras of Great Britain (NCO), working with MHM, reframed its brand from an ‘artistically led, peer-focused’ positioning to ‘vision-led, audience-focused’. Using the UK Design Council’s Double Diamond1 framework, together with MHM’s Organisational Positioning Map2 and Engagement Ladder of Brand Connection,3 the work engaged more than 400 stakeholders — including children, parents and carers, staff, trustees and donors — in a structured co-creation process. Techniques ranged from children drawing superheroes based on the brand to trustees debating NCO’s wider societal role. The resulting brand framework centred on the idea ‘together in music, limitless in life’ and is already associated with stronger staff alignment, clearer donor engagement and greater public resonance. This paper demonstrates that co-creation is not a peripheral exercise but a rigorous discipline that secures long-term commitment to brand strategy. For cultural organisations in particular, the lesson is that positioning around broader societal impact and ensuring stakeholders are directly involved in shaping that positioning enables the brand to become not only better understood but more deeply believed. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: brand strategy; co-creation; Double Diamond; audience connection; stakeholder engagement; societal impact

In a saturated consumer packaged goods market, nonprototypical (NP) or ‘chaos’ packaging has become a way for challenger brands to attract attention and differentiate. Yet little is known about how structural atypicality interacts with category norms and consumer expectations to shape perceptions of safety, quality, trust and brand fit. Drawing on cue utilisation theory, typicality research and sensation transference, this study examines the double‑edged nature of packaging disruption. A split‑cell survey in Argentina, the UK and the USA (n = 600) compared reactions to typical versus NP formats across four product categories. Findings show that while atypical packaging boosts visual salience, it often lowers trust and product perceptions, except in categories with long‑standing, stagnant norms. The paper offers theoretical and managerial guidance on when packaging disruption is likely to support—or undermine—consumer inference and purchase interest. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: atypical packaging; category dynamics; challenger brand; chaos packaging; nonprototypical packaging; unconventional packaging

This paper introduces the social connection index (SCI), a multidimensional framework for assessing how consumers perceive a brand’s alignment with social values and how those perceptions influence brand loyalty. Based on data from over 4,400 US consumers across eight industries, the paper posits that attributes such as brand authenticity, trust, empathy and alignment are strongly associated with customer advocacy and repeat behaviour. While traditional factors such as product quality and value remain important, SCI attributes provide additional, significant explanatory power — particularly among high-spend and long-tenure customers. A segmentation model identifies four consumer types — value advocates, social believers, sceptical users and disillusioned consumers — based on their emotional connection and brand engagement. The paper offers a complementary lens to traditional metrics, highlighting the rising importance of values alignment in driving brand loyalty. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: brand trust; brand authenticity; consumer behaviour; brand image; sustainability; brand loyalty

This paper explores how advertising professionals view generative AI (GenAI) in branding. Based on 22 interviews and a customer-based brand equity-informed model,1 it shows that GenAI enhances personalisation, creativity, engagement and workflow efficiency across brand-building stages. While seen as a powerful tool for tailoring experiences and accelerating campaigns, concerns include authenticity, ethics and loss of human touch. The study contributes a framework for understanding GenAI’s impact on brand equity and offers practical guidance for responsible use, stressing the need to balance automation with human insight. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: GenAI; branding; advertising and marketing professionals; qualitative research

Ethical consumerism is increasingly central to brand strategy as consumers integrate moral values into their purchasing decisions. This paper examines how two moral orientations — ethical idealism and ethical relativism — shape responses to moral versus amoral food brands. Across three survey‑ and experiment‑based studies, it evaluates how brand morality influences perceptions, purchase intentions and loyalty. Findings show that idealistic consumers strongly prefer brands aligned with universal moral principles, whereas relativistic consumers are more flexible and open to context‑dependent trade‑offs. The paper highlights the need to align brand ethics with consumers’ moral beliefs, particularly among highly idealistic segments, and advances understanding of how personal moral frameworks shape reactions to brand ethics. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: moral branding; ethical consumerism; brand perception; consumer decision making; brand loyalty

Paradigm shifts in digital media, specifically the World Wide Web, directly influence paradigm shifts in brand models and the branding practices attached to them. This paper explains the transformation in brand models that is being driven by the move from Web 2.0 to web3 and the implications of the transition from a participatory Internet to an ownership Internet. The full implications are significant and still evolving, but one of the biggest challenges for brand owners and managers is the continued shift from centrally managed and owned brands to distributed collaboration, contribution and ownership for brands. This paper proposes that this may require moving from conceptualising brands as monolithic entities and instead viewing them as modular collections of attributes and assets that can operate and evolve independently yet are still able to resolve into a unified idea or set of ideas. Looking at emerging ideas in art and creativity, this paper presents a set of potential implications for the future of the brand. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: emerging brand models; web3; decentralisation; ownership media; transformation

This paper explores shifts in consumer preferences for national brands, private labels and retailers over a 10-year period. Over that time, identification of ‘no brand’ preference across retail categories has increased at an average annual rate of 2.56 per cent, reaching 23.5 per cent in 2024 across 26 consumer product categories. The largest increase over the 10 years in terms of retailer type is the Internet, with an average increase of 9.58 per cent. Among retailers, discount store preferences have remained relatively flat. Membership warehouses have experienced a solid increase in preference. Specialty stores, and especially department stores, have had sharp declines. For consumer product brands, there is a moderate inverse relationship between the share size and growth rate for private labels, compared to a weaker relationship for no preference brands. Both are, however, increasing. Purchasing frequency has almost no relationship with private label preference and no brand preference. A similar pattern is seen with the purchase cycle and private label and a weak inverse relation with no preference share. It is also worth noting that private label and no preference preferences are moderately related. Assuming continued growth for the next 10 years, the overall private label preferences should continue to crowd out the national manufacturer brands. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: private labels; no brand preference; manufacturer brands; retail preferences

In a time when algorithm-curated feeds and AI-generated content saturate our screens, the most radical move may be to log off. Meanwhile, from book clubs in fast food chains to sunrise raves in coffee shops, emerging social formats point to a growing hunger for unstructured, analogue connection. As digital exhaustion deepens, an increasing number of consumers are seeking offline ‘third spaces’ ߞ physical settings that invite unfiltered, real-world connection. This paper examines how brands are responding (or failing to respond) to this cultural shift, arguing that community is no longer built through content, but through context. Drawing on Oldenburg’s theory of third places and examples from Ace Hotel, Patagonia, The Offline Club, and grassroots venues like Alternativni Kulturni Centar Fuzz, the author explores what it means to design for spontaneity, trust and shared presence. Brands that rely solely on curated experiences may fall short; those that design with communities ߞ not just at them ߞ stand to rebuild relevance in an age of digital fatigue. In this context, the most future-ready brands may act less as hosts and more as stewards ߞ supporting third spaces without commercialising or overbranding them and investing in environments that communities can shape on their own terms. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: postdigital behaviours; third spaces; digital fatigue; offline communities; algorithmic culture; platform distrust; consumer trust

The goal of this research was to explore product meanings embedded in the prized possessions of World Wrestling Entertainment (WWE) consumers. Data was collected through the use of an online questionnaire from a sample of shoppers of the online WWE store. Study participants were asked to identify their most prized WWE possession and to explain why that item was important to them. Data analysis revealed the role of prized possessions in identity construction and self-expression, while themes of connection to personal history, public display of support for WWE and its superstars, and the importance of gift-giving also emerged Other sources of product meaning included product attributes and benefits, relationships with significant others, functional use and the effort required to acquire and maintain these possessions. This paper also offers a discussion of the results within the context of existing literature on consumers’ favourite possessions, practical implications and directions for future research. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: World Wrestling Entertainment; WWE; consumer products; prized possessions; product meanings; identity construction; self-expression; interpersonal ties

The ‘buy local’ consumer phenomenon has continued to grow in recent years. While consumers’ attitudes towards locally produced products have been well-studied, consumer preferences for locally owned stores (LOSs) have received little research attention. Therefore, the purpose of this research was to understand the potential relevance of localness as an element of a firm’s overall brand by: (a) developing and validating a construct to measure the preference for patronising LOSs, (b) identifying antecedents of the preference, (c) evaluating the prevalence of the preference and (d) testing the performance of the new measure in a study to determine whether consumers with this preference are willing to pay a premium at LOSs. The results indicate that localness may be an important brand attribute to emphasise, as a considerable proportion of consumers consider a store being locally owned to be an important store selection attribute. Three antecedents of the local shopping preference (LSP) are identified, and the localness preference maintains a strong positive relationship with one’s willingness to pay (WTP) a premium at a LOS over what similar merchandise would cost at a national chain (NC). This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: local; locally owned; localness; brand attribute

This paper examines how online customers perceive the power of online product reviews (OPRs) for themselves and other customers and the effects of reviews on brand attitude, purchase intention and electronic word-of-mouth (eWOM) intention according to the third-person effect (TPE) hypothesis. Using a sample of 1,571 online shoppers, this experimental study looks into the effects of message tone (positive versus negative online reviews), involvement (high-involvement versus low-involvement products) and loyalty (loyal customers versus non-loyal customers) on online consumer behaviours. Overall findings confirm the TPEs of OPRs on eWOM intention, but not on brand attitude and purchase intention. Consumers tend to believe that other customers are more likely to be involved in eWOM intention than they are by writing positive OPRs when they are purchasing low-involvement products. Although message tone, product type and brand loyalty (ie positive OPRs, OPRs of low-involvement products and status of loyal customers) influence consumers’ brand attitude and generally increase purchase intention, the TPEs of OPRs on brand attitude and purchase intention are not significant. These findings provide implications for marketers who target the growing online customer base upon the influence of OPRs in the online environment. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: electronic word of mouth; eWOM; third-person effects; TPEs; online product reviews; OPRs; brand attitude

Despite the huge sums spent on sponsorship rights fees and associated marketing efforts, and repeated demands for better measurement of results, little progress has been made in evaluating the effectiveness of sponsorship marketing campaigns. As a marketing platform comprised of many channels and disciplines, sponsorship evaluation is challenged by the existence of measurement silos, establishing incrementality and integrating measurement across disciplines. This paper applies an integrative evaluation framework to sponsorship to structure research propositions that will advance sponsorship measurement. Methodological recommendations include an increased focus on experimental design and marketing mix modelling. This paper concludes with a call to increase investment in sponsorship measurement and concrete steps for research to make a stronger business case for sponsorship-linked marketing programmes. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: sponsorship; measurement; integrated marketing communications; marketing mix modelling

Because mythology and marketing both influence wide audiences, this paper argues that using the functions of myth in brand advertisements can increase their impact and memorability. Focusing on the psychological, sociological and cosmological functions of myth as described by mythologist Joseph Campbell, a close analysis of mythic motifs in ‘Daniel Craig’ by Belvedere Vodka, ‘Imagine the Possibilities’ by Mattel and ‘Hilltop’ and ‘It’s Magic When the World Comes Together’ by Coca-Cola demonstrates that contemporary metaphors can convey impact similar to that of myth. Practical applications of these ideas require no overt mythic images. Instead, this paper suggests a three-step approach for brand teams to incorporate the functions of myth: identify changes the brand can imagine, select metaphors for representing those changes and amplify those metaphors in the manner of myth with larger-thanlife characters, situations and images. These steps constitute an approach to a meaning-based branding strategy rooted in archetypal intelligence and the power of myth. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: mythology; psychology; sociology; brand advertisement; archetype; Joseph Campbell

This paper analyses how in-store branded infotainment — often referred to as content marketing or branded entertainment — affects consumer attitudes. Focusing on four different wine and spirits brand videos displayed across ten grocery stores, the study examines the seldom-explored link between how consumers’ perceptions of these brands (in terms of familiarity, trust, etc) and their resulting attitudes towards purchase intention and brand attachment. The findings identify five positive and significant attitudinal latent variables that contribute to brand likeability, which, in turn, significantly influences purchase intentions, loyalty and brand attachment. The implications of this paper emphasise the necessity for marketers to craft branded content videos that not only tell unique, trustworthy, altruistic and transparent stories but also to include these factors in their content evaluation metrics to foster favourable consumer attitudes and strengthen brand relationships. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: content marketing; branded content; product promotion; point of purchase (POP); digital out of home video; retail marketing, brand attitudes

Sustainability marketing often grapples with the inherent tension between promoting consumption and fostering conservation. While sustainability is increasingly prioritised by consumers and businesses, marketing efforts frequently fall short, hampered by misconceptions about consumer behaviour and overly serious messaging. This paper explores common pitfalls in sustainability marketing, including the fallacy of the ‘sustainable consumer’, the illusion that sustainability inherently interests audiences and the trap of overly earnest communication. Drawing from behavioural economics and real-world campaigns, it emphasises the need to align sustainability messaging with actual consumer priorities, such as convenience and emotional appeal, rather than idealised perceptions. Key strategies to improve effectiveness are outlined, including embracing humour, turning weaknesses into strengths and leveraging controversy to drive engagement. Case studies from brands, such as Oatly, Resand and Apple, demonstrate the power of creativity and self-awareness in crafting impactful campaigns. These examples show how emotional resonance and storytelling can amplify the appeal of even seemingly mundane products or complex environmental challenges. Ultimately, this paper underscores the importance of transparency, humility and adaptability in sustainability marketing. By acknowledging imperfections and engaging audiences through relatable and entertaining narratives, brands can inspire and activate the audience while avoiding the pitfalls of greenwashing or exaggerated claims. Sustainability marketing succeeds when it reflects the complexities of real human behaviour and fosters genuine connections with its audience. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: sustainability; sustainability marketing; creativity; humour; marketing

Retail brands have dedicated efforts to meet consumers’ growing demand for diversity in business products and practices. However, gaps persist in understanding when and how to approach diversity, particularly among the most socially conscious consumers, millennials and Gen Z. To establish how a brand can successfully navigate diversity practices within this cohort, this paper analyses how the effects of diversity practices were tested using Burgess et al.’s Brand Approaches to Diversity Typologies (BADTs) as a framework. In a series of experimental studies, it was found that the timing of entry and the depth of diversity practices significantly impact brand loyalty. Specifically, being timely and adopting a holistic approach to diversity yield the most favourable brand loyalty outcomes among this cohort. Guidelines for practitioners are provided on how brands should approach diversity to brand loyalty. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: brands’ approaches to diversity typology (BADT); diversity marketing; brand loyalty; millennial and Gen Z consumer groups

Brand activism, defined as the practice through which companies adopt a public stance on social and political issues, has the potential to precipitate a swift backlash. Thus, it can engender a crisis for companies that differs significantly from ‘normal’ crises. In this context, this paper explores the effectiveness of different crisis response strategies in mitigating reputational damage and limiting negative word-of-mouth in a brand activism crisis. Through a 3 × 1 factorial online experiment (n = 213), the study examines the impacts of three response strategies: taking responsibility (‘deal’), minimising the issue (‘diminish’) and denying involvement (‘deny’). The findings indicate that the ‘deal’ strategy, wherein companies acknowledge responsibility, leads to a more favourable brand reputation and reduces negative word-of-mouth compared to the ‘diminish’ and ‘deny’ approaches. The study concludes by discussing the practical implications of these results for companies navigating brand activism crises. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: brand activism; brand reputation; brand attitude; negative word-of-mouth; crisis response strategy

In today’s crowded content landscape, storytelling has emerged as a potent tool for businesses, organisations and individuals to genuinely connect with audiences and inspire trust. This paper explores the cognitive foundations that make stories so memorable and impactful for the human brain. It examines real-world examples that demonstrate the power of storytelling for achieving goals such as fundraising, brand building and driving behaviour change. Content strategy is both a science and an art, blending the scientific principles of data analysis and user experience with the creative artistry of storytelling and design. As we delve into the science behind the art of storytelling, we must start with the cognitive foundations that make stories so memorable and impactful for the human brain. This paper outlines a comprehensive six-step framework for crafting compelling narratives that audiences find authentic, relatable and engaging: a) prioritise truth, b) ground narratives in audience research and insights, c) tap into universal human emotions and experiences, d) adapt the storytelling approach for different channels and content formats, e) plan your campaign for the right stage and f) provide clear value for the audience. It also delves into the emerging role of generative artificial intelligence (AI) in enhancing various facets of the storytelling process, from ideation and content creation to audience targeting and measurement. The human element remains indispensable for key ingredients of effective storytelling such as creativity, empathy and cultural understanding. The intent is that readers will gain actionable guidelines on leveraging the art of storytelling to communicate their message more effectively, connect with their audience in a meaningful way and ultimately drive the desired outcomes. Readers will also understand best practises for thoughtfully integrating AI technologies to augment, rather than replace, human storytelling capabilities.
Keywords: branding; storytelling; content strategy; research; insights; audience; emotional connection; brand personality; brand voice; engagement; deepening; acquisition

From an inauspicious start in the early 1970s, the band KISS transformed the musical landscape with its theatrics and iconic face-paint, but more importantly, it created a new way to brand and sell merchandise on an unprecedented level. Four men from New York, who critics lampooned as musically tasteless and talentless, developed the preeminent business plan for future bands to follow. KISS created consistent branding, giving fans exactly what they wanted and expected, and in doing so, created a lifestyle. KISS continually upped its game, creating bigger shows with more pyrotechnics, theatrics and an ever-growing line of products. KISS never sat on its merchandising laurels, consistently developing diverse and often strange products to appeal to a growing legion of fans. KISS protected its brand throughout the decades ensuring no one could duplicate or even remotely mimic its style — ‘We sue people all the time’, said Gene Simmons in a 2011 interview.1 Even though the band has effectively played the same songs in the same way for over 50 years, those in attendance never feel they are getting a watered-down experience. KISS seems fresh every time with energy and fan-experience at its forefront. Together, these elements provide a timeless blueprint for musical acts to follow.
Keywords: merchandising; KISS; marketing; branding; rock and roll; classic rock

In an era where artificial intelligence (AI) integration into marketing strategies is becoming increasingly prevalent, this study examines the efficacy of AI-generated advertising copy against human-written copy. Focusing on a diverse range of businesses, including podcast promotion, dental marketing, restaurant advertising, real estate investment, SaaS tool promotion and sports team engagement, the research employs rigorous A/B testing methodologies. Metrics for comparison included click-through rates (CTRs) and cost per result across ad campaigns optimised for web traffic and engagement on the Meta platform. Different AI models, such as GPT-4, Custom GPT for Meta Ads and Meta’s own AI suggestions, were tested alongside human copywriters. The findings reveal that while AI can efficiently generate ad copy that competes closely with human efforts, human copywriters consistently achieved higher CTRs and lower costs per result in the majority of tested scenarios. Human-generated copies outperformed AI in 9 out of 12 cases for cost-effectiveness and in 5 out of 12 cases for CTR effectiveness. These results underscore the nuanced understanding and creative capabilities that human marketers bring to ad copywriting, which are crucial in crafting compelling marketing messages that resonate with target audiences. This paper recommends a hybrid approach, leveraging AI’s ability to generate initial ad copy drafts and utilising human expertise for final edits and enhancements. This approach harnesses the speed and scalability of AI while ensuring the emotional and contextual relevance that only human creativity can provide, thus optimising both engagement and economic efficiency in digital advertising campaigns.
Keywords: AI in advertising; human versus AI copywriting; digital marketing strategies; A/B testing in marketing; content personalisation; hybrid content creation

The roles of content marketing and public relations (PR) professionals have always overlapped in some ways. The aisle between these roles is, however, narrowing more every day. The shift away from mass media and towards independent media consumption, coupled with an influx of artificial intelligence (AI) technologies and shrinking company budgets, requires teams to efficiently streamline their work and prove return on investment (ROI) to survive. In this paper, readers will explore proven strategies to reach across the aisle and partner with content marketing/PR colleagues; build strong relationships with audiences that include media professionals; deliver strategic story packages to improve search engine optimisation (SEO), media relations and internal processes and determine how to measure shared metrics and affect statistics to carry thrive through these changes to the mutual benefit of their organisation. This is not the end of content creation as we know it — it is the beginning of a new era in storytelling strategy. Field anecdotes and case studies from media professionals, content marketing experts and PR specialists round out the research and statistics shared in this paper.
Keywords: content marketing; public relations (PR); media relations; storytelling

Artificial intelligence (AI) is reshaping advertising, communication and media agencies, enhancing operational efficiency and creativity. These agencies, central to the media business and brand management across all industries, have transitioned from their traditional roles to digital marketing consultants, with AI significantly influencing this evolution in co-creating value. At the same time, AI also bears the risk of co-destruction. This paper examines AI’s current deployment, and its potential future impact based on a survey of 108 decision-makers from German agencies. Results show varied AI adoption across different types of agencies and specific aspects of the overall value creation process, while the orchestration of AI deployment still appears to be in an experimental stage. Decision-makers see enormous further opportunities and also warn of challenges. AI is seen to have already had a strong impact on productivity and is also likely to lead to substantial job losses in the future.
Keywords: artificial intelligence; advertising; brand management; agencies; value co-creation; value co-destruction; service-dominant logic

John H. Batchelor, Professor and Chair, Department of Business Administration, Lewis J. Bear, Jr. College of Business, University of West Florida et al.
Keywords: new venture; corporate branding; integrated brand; growth; brand elements; brand identity

Today, more and more brands aspire to transcend their primary function and have a positive impact on society. Brand activism — the appropriation by a brand of sociopolitical issues — is proving to be a relevant avenue for a brand to positively influence mentalities, but this strategy is not without risk. Inconsistency in the effects of activism is noted in the literature, and certain factors seem to moderate reactions. This paper is rooted in current events and proposes two factors frequently observed in activism strategies but not empirically tested until now. More specifically, it evaluates, via an online experiment, the influence of context-related (contextual independence/dependence) and brand-related (past consistency/inconsistency) factors on consumer responses, namely, attitude towards the brand, perceived opportunism and perceived social relevance. The results suggest that consumers’ judgements differ according to brand, context and past initiatives and suggest the moderating effect of personal awareness of the issue.
Keywords: brand activism; consumer–brand relationship; social issues; brand relevance; opportunism; positive marketing