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Branding

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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Blanding

If Branding Is About Distinction, Why Are So Many Companies “Blanding”?

Deborah Budd
3/29/2019

Visual identity has been a basic element of branding since ...

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Faux Feminism

Faux Feminism Site Challenges Brands to Test Their Cause Commitment

Deborah Budd
3/21/2019

In the U.S., Women’s History month (March) coincides ...

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Gillette Marketing Gets Woke

Gillette Marketing Gets Woke, But Who Believes It?

Deborah Budd
1/30/2019

A shift in marketing strategy in the wake of the ...

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Johnson & Johnson

Johnson & Johnson Asbestos Scandal: Death of a Fabled Brand?

Deborah Budd
1/16/2019


It takes a lifetime to build a good reputation, but ...

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Most Read of 2018

The Most Read Second Wind Articles of 2018

Second Wind
12/31/2018

In our end-of-year review, we checked to see which articles ...

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The Agency Brand

The Agency Brand: How Do You Show Who You Are?

Deborah Budd
12/13/2018

It is fascinating to see how people identify themselves to ...

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Rebranding Resistance

Why Rebranding Often Excites Resistance to Change

Deborah Budd
11/8/2018

“[Rebranding is] the most asymmetrical corporate strategy of them all ...

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Believe Me

Believe Me: When Brands Fake Authenticity

Deborah Budd
10/1/2018

The secret of life is honesty and fair dealing. If ...

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Outflanked: Product Extensions

Outflanked: Product Extensions or Extended Confusion?

Deborah Budd
8/30/2018

As you stroll the grocery aisles in search of brands ...

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Brand Derailment

Brand Derailment: Papa John’s Founder Gets Too Real

Deborah Budd
8/14/2018

Brands today hold authenticity as a very important brand trait ...

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CVS Marches

CVS Marches onto the Body-Image Battlefield

Deborah Budd
8/1/2018

A new brand has stepped onto the body-image battlefield—and ...

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Trademark Color

When Color Is The Brand: Trademarking a Color

Deborah Budd
7/5/2018

We live in a colorful world. Every day we are ...

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