The campaign methods used by political entities are a good model for making change inside a brand.

Monday, February 20, 2012

branding

The Road to and From Memory

Branding works on consumer memory. The best brands are easily memorized.

Monday, February 20, 2012

Though they are often used interchangeably, a brand promise is very different from a brand position.

Monday, February 20, 2012

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There's a rebellion growing against brands. And it's driven by brands that think it's ok to fool consumers after they leave the cash register.

Monday, January 23, 2012

In an effort to distance itself from recent history, Blackwater has rebranded. The business is the same. The name is now Academi.

Monday, December 12, 2011

If you're looking to dive deep, here are five must-reads that capture critical perspectives in the art and science of branding.

Monday, November 28, 2011

Color names can provide a powerful influence over brand identity--an influence that is often counter-intuitive.

Friday, November 25, 2011

It's tempting to assume affluent consumers are shallow. But a new study demonstrates that the wealthiest favor brands that have a cause.

Monday, November 21, 2011