Desde HBR

NEW ARTICLE Branding in the Age of Social Media Harvard Business Review Social media was supposed to usher in a golden age of branding. What happened? Digital technologies have given rise to a new phenomenon known as crowdculture which has transformed how culture works—and altered the rules of branding.

---

NEW CASE Starbucks' Loyalty Reigns Darden School of Business By 2015, Starbuck’s mobile app accounted for 20% of its U.S. business. And 94% of Facebook users were either fans of the company or friends with someone who was. This case explores how Starbucks used mobile and social media to drive loyalty in its customer base.

---

NEW ARTICLE Know Your Customers' "Jobs to Be Done" Harvard Business Review Instead of focusing on customer profiles and correlations in data, innovators should be looking at what customers are trying to achieve in a particular circumstance—and then design products, experiences, and processes around those “jobs.”

---

NEW CASE Fair & Lovely vs. Dark is Beautiful Harvard Business School In response to the advertising of skin-lightening creams, the organization Women of Worth seeks to combat skin-color-based discrimination in India through its 'Dark is Beautiful' campaign.

---

NEW CASE Longchamp Harvard Business School As Longchamp tries to move its brand upmarket into higher-priced, luxury leather goods, the worldwide popularity of its lower-priced Le Pliage handbag poses an awkward challenge.

---

NEW CASE

Under Armour's Willful Digital Moves

Darden School of Business

In 2013, Under Armour was ready to expand into the female sportswear market segment. With social media at its core, the ensuing "I Will What I Want" marketing campaign was the largest the company had ever run.