Finding a consumer’s willingness to pay has historically depended on the ability to adjust prices. A new approach makes this unnecessary—and opens tremendous opportunity in the world of subscription services.

The COVID-19 pandemic has rapidly shifted consumer attitudes and beliefs in many domains and will likely have sustained impact on consumer behavior going forward.

Not long ago, Jiwoong Shin, a professor of marketing at Yale SOM, was on Facebook when he saw an advertisement for heart disease medicine. Had the vast analytic machinery of Zuckerberg’s empire discovered something?

We sat down with YCCI Executive Fellow and former Chief Brand Officer at IBM, Jon Iwata, to get his thoughts on branding best practices and his personal growth mindset.