Branding

Brands can no longer rely solely on outdated tropes to connect with increasingly diverse consumers.

Small and midtier brands have unique opportunities to provide value in the new consumer environment.

Companies using e-commerce sites like Amazon must work to maintain a strong brand identity.

Preparing for CEO turnover, demystifying AI, and operating in the age of online outrage.

Influencer marketing offers a big return when done right. But many companies are doing it wrong.

Brand collaborations can benefit both partners, but there are limits on how many can participate.

Caesars has found that telling customers about its green efforts leads to a boost in spending.

Brands must focus on what their customers have in common — not what makes them different.

The latest revival of Nike’s “Just Do It” campaign shows the power of prioritizing customer demand over social approval.

Five steps to make sure your data and analytics efforts pay off in the long term.

Improving customer experience offers more long-term benefits than “earn-and-burn” loyalty programs.

To reach millennials, companies are turning to social media micro-influencers as brand ambassadors.

Branding, a process used by marketers, can also be used internally to build excitement for projects.

Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.

For companies, the social media behavior of employees represents both an opportunity and a risk.

If your brand is on Instagram or other social media platforms, your current followers are likely also your future customers.

Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.

The NHL’s following on Pinterest outscores all other sports leagues. Its secret: a mastery of social media strategy.

The ideal window of opportunity to enter a new industry starts when a dominant category label is introduced.

New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.