Most brands would never consider marketing campaigns focused on past failures. Yet that’s exactly what Volkswagen is doing.
Philadelphia Cream Cheese has never been produced, developed or packaged in Philly. So why’s it called Philadelphia Cream Cheese?
LaCroix’s recent dip in sales offers lessons in maintaining a brand after making a marketing splash.
In 1893, The Financial Times started printing on light salmon-pink paper. It was the most significant branding step the company would ever take.
The Buck Club, with no members and no course, is one of the most talked about locations in the entire golfing community.
When Octavius changed his name to Augustus, the rebrand sent a powerful message about how he planned to rule the Roman Empire.
Netflix’s $25 million Oscar campaign for its film Roma shows how even great brands have to work to stand out for industry awards.
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.
What marketing lessons can other brands learn from Coca Cola?
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.
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.
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.
Why would a brand with 60 years of recognition suddenly change its name?
When naming your business, consider the fundamentals of your brand experience and how you want to be perceived.
In most businesses, marketing’s a one-way street. But great things can happen when marketing also has a say in developing products.
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.