Netflix’s $25 million Oscar campaign for its film Roma shows how even great brands have to work to stand out for industry awards.
How Mastercard Keeps Its Brand Fresh and Current
With a loyal customer base and a global name, Mastercard’s choice to update its logo keeps it fresh and relevant for the digital age.
Why is Branding Important? 3 Brand Strategy Lessons from Coca-Cola
What marketing lessons can other brands learn from Coca Cola?
How Dickies Went from Worksite to Runway
When industry trends offer opportunities to reach new customers, companies have to strike the right balance between updating their brand and retaining the fundamental values that helped them stand out in the first place.
How Docker’s Saved Casual Fridays
If you’re grateful for “Dress Down Fridays,” you have the overheated workers of an archipelago in the Pacific and a smart marketing team to thank.
Rebranding Alligator Pears
It’s hard to imagine today, but there was a time when people weren’t interested in buying avocados – let alone paying extra for them.
IHOP did what?
Why would a brand with 60 years of recognition suddenly change its name?
Bouba/Kiki Branding
When naming your business, consider the fundamentals of your brand experience and how you want to be perceived.
Creating the $100 Cheesesteak
In most businesses, marketing’s a one-way street. But great things can happen when marketing also has a say in developing products.
How One Executive’s Crappy Day Doomed 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
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.
What a $15 Basketball Shoe Reveals About Effective Marketing
Stephon Marbury’s “Starbury” shoe shows the importance of differentiated marketing.
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 Sixer’s Gift Shop
The complicated branding backstory behind one of the NBA’s best slogans.
The Story Behind Restaurant Week, a Pleasant Marketing Surprise
The concept has shown that businesses can work together to grow the financial pie.
Gatorade’s History Shows You Should Never Forget Your Brand’s Story
They’re an easy way to earn credibility.
How a Savvy Marketer Created the Chilean Sea Bass
From anonymous bottom feeder to high-brow cuisine.