Visual identity has been a basic element of branding since the early part of the 20^thcentury, when the rise of mass manufacturing led ...

In the U.S., Women’s History month (March) coincides with International Women’s Day (March 8)… and usually includes a host of brand-led marketing ...

A shift in marketing strategy in the wake of the #MeToo era may have seemed like a good move for Gillette, a long-time market leader ...

It takes a lifetime to build a good reputation, but you can lose it in a minute.  

-Will Rogers

Brand scholars should find it interesting ...

In our end-of-year review, we checked to see which articles attracted the most readers last year. Here are the topics that received the most clicks ...

It is fascinating to see how people identify themselves to the world on Twitter, via their use of images and ever-changing Twitter “handles.” That self-identification ...

“[Rebranding is] the most asymmetrical corporate strategy of them all. There is literally no upside of a nice new logo; there is only pain if ...

The secret of life is honesty and fair dealing. If you can fake that, you've got it made. –Groucho Marx

As you stroll the grocery aisles in search of brands you are loyal to, you may find it ever more difficult to find that product ...

Brands today hold authenticity as a very important brand trait. It’s understandable: studies and polls indicate that today’s audiences, especially millennial and younger ...

A new brand has stepped onto the body-image battlefield—and it isn’t a beauty brand, but one that could shake up practices in that ...

We live in a colorful world. Every day we are surrounded by color—in how we decorate our homes, the colors of our vehicles, the ...

The growing market for healthy, eco-friendly, organic and natural products (as ill-defined as all of those terms are) leads to some curious examples of new ...

The Boy Scouts of America has a long history in the USA. At 108 years old, it can definitely lay claim to being a heritage ...

The Customer has been in charge ever since the arrival of social media. Suddenly, the people to whom companies pushed products, who advertisers sought to ...

As agencies position their skill sets and services to gain some level of differentiation from competitors, one avenue to consider is the greening of American ...

“Everything should be made as simple as possible, but not simpler.”
Albert Einstein

Shakespeare’s Globe Theater in London just launched a logo redesign that ...

In advertising, don't talk down to the consumer. She may be your wife.
David Ogilvy

David Ogilvy was a wise man, but even he ...

Big-event marketing is a risky bet for major companies and brands. It is difficult to get a good measure of the return on investment (ROI ...

It is the goal of many top brands to innovate in ways that re-engage existing customers and create new loyalists. Procter & Gamble’s Tide pods ...