To delve deeper into how today’s marketers should go about naming brands, I spoke with David Placek, Founder and President of the Sausalito, California based brand development agency Lexicon ...

Did you know that 70% of professionals feel stuck in their careers at some point? In today’s competitive job market, many mid-career professionals and executives struggle to stand out to recruiters or ...

From sharpening brand positioning to rethinking how you engage across channels, their approaches offer practical, tested ideas that can help move your business forward. 1. Publish High-Value ...

The future of brand measurement must be a collaboration between academia and practitioners. A recent gathering at Kellogg ...

Why you need to adopt a 'fix and flex' approach to branding. Story by Scott Lambert • 8mo. S olely focusing on brand compliance and consistency tethers a brand to a world of creative complacency.

The indiscriminate pursuit of leads, for example, is rarely successful. It’s easier to grow existing business than to gain new business, and to use your brand advocates—employees, clients, etc ...

Building a brand is expensive, and involves the creation of identity and a related language that services will carry with them. The decision as to whether to adopt a master brand or a portfolio brand ...

When Krause joined Focus in 2020, he decided to advance and support a multi-brand approach rather than the company’s traditional, individual brand approach. Last year, Focus signed 33 co-branded ...

WEST LAFAYETTE, Ind. – One of the leaders in student-athlete brand management, Purdue Athletics has teamed with the Krannert School of Management and industry leader INFLCR to launch college athletics ...

In a recent interview, Sara Schoch and Alisann Blood, co-heads of Global Music Brand Partnerships at United Talent Agency (UTA), talked about their approach to creating meaningful and successful ...

Rather than corporate donors, it’s the local NGO that is calling the shots, with the California-based clothing brand falling in behind the efforts of non-profit Puelo Patagonia to purchase ...