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Branding

BLM Spurs Brands to (Finally) Dispense with Racist Characters

BLM Spurs Brands to (Finally) Dispense with Racist Characters

Deborah Budd
7/1/2020

Aunt Jemima Pancakes and Syrup; Uncle Ben’s Rice; Cream ...

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Brand Trust and #BLM

Brand Trust and #BLM: This Is No Time to Exploit a Hashtag

Deborah Budd
6/24/2020

A special edition of the Edelman Trust Barometer asked Canadian ...

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It’s an Ad Buyer’s Market

It’s an Ad Buyer’s Market… But What Does One Advertise?

Deborah Budd
5/13/2020

That’s the dilemma for many businesses, and their ad ...

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How Marketers Can Use Crises to Build Trust and Brand Reputation

How Marketers Can Use Crises to Build Trust and Brand Reputation

Deborah Budd
4/7/2020

As the coronavirus crisis escalated across the western world, Digiday ...

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Brand Messaging Evolves as Virus Crisis Worsens

Brand Messaging Evolves as Virus Crisis Worsens

Deborah Budd
3/25/2020

In an apparent desire to stay top of mind with ...

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Hate the “LiMu Emu”? But I Bet You Remember the Brand

Hate the “LiMu Emu”? But I Bet You Remember the Brand

Deborah Budd
2/17/2020

Ever since Leo Burnett (c. 1926) redrew the Jolly Green ...

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Did Weight Watchers “WW” Reposition the Brand for Risk?

Did Weight Watchers “WW” Reposition the Brand for Risk?

Deborah Budd
1/30/2020

Early in 2019, weight management company Weight Watchers decided that ...

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When Holiday Ads Strike the Wrong Tone

When Holiday Ads Strike the Wrong Tone

Deborah Budd
12/23/2019

Maybe it’s a trend. We’ve written about tone ...

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CEO Communications Guidelines

CEO Communications Guidelines: Avoiding C-Suite-Caused Crises

Deborah Budd
12/4/2019

Elon Musk, technology innovator and founder of SpaceX and the ...

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When (Or Whether) Brands Should Take a Political Stand

When (Or Whether) Brands Should Take a Political Stand

Deborah Budd
7/16/2019

When ad agencies and marketing firms work with clients on ...

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Great Advertising Jingles

Great Advertising Jingles: The Memes of Advertising’s Golden Era

Deborah Budd
5/30/2019

Internet memes are one way brands try to grab attention ...

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Kraft-Heinz, The Efficiency Bubble

Kraft Heinz, The Efficiency Bubble, and Brand Value

Deborah Budd
5/15/2019

Many businesses continue to regard advertising and marketing as expenses ...

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How Brands (Should) Respond to Disasters

Deborah Budd
10/12/2017

How businesses and brands communicate in crises ranging from terrorism ...

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Cause Marketing Affects Brand Purchase

Deborah Budd
9/12/2016

In the 21st century, it is not at all unusual ...

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Using Brand Characters to Create Enduring Brand Appeal

LeeBeth Cranmer
9/29/2014

Brand icons, brand characters, brand personality symbols—whatever you choose ...

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