IHOP did what?
Why would a brand with 60 years of recognition suddenly change its name?
The Reason Crystal Pepsi Fell Flat with Consumers
Most brands need to innovate to stay competitive in their industry and relevant to their customers. But straying too far from what customers expect can clearly lead to trouble.
How Ikea Embraced Hackers
Marketing plays a big role in how customers perceive your brand, but it’s ultimately a two-way street. Find ways to embrace and leverage how customers use your products and services rather than fight against it.
When Murder Inspires Marketing
The best marketing campaigns don’t create something brand new. They capture a familiar feeling in a new or compelling way that your customers can relate to.
Culture Eats Strategy During Lunch
Even the best business strategy won’t work if it’s not supported by and compatible with a strong company culture.
The World’s Most Relaxing Song
Think beyond the products or services you offer. Look at the experience customers get from your brand and come up with big ideas to enhance that effect.
Bouba/Kiki Branding
When naming your business, consider the fundamentals of your brand experience and how you want to be perceived.
Magically Delicious Marketing
Sticking with a consistent brand can deliver fortunes long term, but you can’t let the message get stale.
How one executive’s crappy day doomed the branding of the Ford Edsel
The unfortunately named Ford Edsel is a lesson in how easy it is for leaders to lose sight of the work that goes into effective branding.
The story behind naming the Super Bowl, and why leaders don’t need to like their own branding
Acknowledging that your perspective might not be universal is a step toward more effective marketing.
This manufacturer shows your brand’s only as boring as you make it
Big Ass Fans shows that it doesn’t matter how conservative, technical or obscure your business seems.
Pantone shows you can’t build a brand by being bland
You can’t be an authority and a trendsetter without ever saying anything groundbreaking.
Why you don’t see “Trust The Process” in the Sixers gift shop
The complicated branding backstory behind one of the NBA’s best slogans.
How a savvy marketer created the Chilean sea bass
From anonymous bottom feeder to high-brow cuisine.
How “Positioning” will put you and your business in a position to succeed
This classic coined the term and still holds up today.
“The Brand Gap” is an essential guide to branding
The term “brand” is so overused. That’s why “The Brand Gap” is arguably more useful now than ever.