Sticking with a consistent brand can deliver fortunes long term, but you can’t let the message get stale.
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.
Acknowledging that your perspective might not be universal is a step toward more effective marketing.
Big Ass Fans shows that it doesn’t matter how conservative, technical or obscure your business seems.
You can’t be an authority and a trendsetter without ever saying anything groundbreaking.
The complicated branding backstory behind one of the NBA’s best slogans.
From anonymous bottom feeder to high-brow cuisine.
This classic coined the term and still holds up today.
The term “brand” is so overused. That’s why “The Brand Gap” is arguably more useful now than ever.