Category: Susan Fournier

How can brand interactions mirror real life personal relationships? |Brand love stories

The Drum referencing Susan Fournier, Questrom School of Business “Brands should create trust and deliver value to their customers in the same way they would in their personal relationships…” Expert reference: “There is evidence that trusted brands get introduced to individuals in much the way that trusted friends do. Susan Fournier, professor at Boston University has […]

What Trump Understands About Using Social Media to Drive Attention

Harvard Business Review By Barbara Bickart, Susan Fournier (Questrom School of Business) and Martin Nisenholtz (College of Communication) “Throughout the recent U.S. presidential campaign, commentators of all political stripes urged Donald Trump to give his Twitter account a rest…” View full article. 

Pumpkin spice: why people love it or hate it

Christian Science Monitor Susan Fournier, Questrom School of Business Twelve years after Starbucks introduced the Pumpkin Spice Latte on its menu, pumpkin spice has become an undeniable cultural presence every fall… Expert quote: “There is a whole science of taste, so when you find these combinations that work with a segment of the population it gets […]

Experts Media Alert – Tom Brady and “Deflategate”

Months after the “Deflategate” controversy sprung up in the wake of the New England Patriots‘ AFC Championship win against the Indianapolis Colts in January, NFL officials have again ruled to uphold Patriots QB Tom Brady’s four game suspension. Guilty or not, Brady will have to take the issue up in federal court to have his punishment reduced or […]