Articles
At the core of the brand we find purpose
Companies focused on adding value to customers, stakeholders, and society beyond making money gain followers who come back again and again.
How connecting purpose with people creates more human brands?
If you make your brand more human, you will achieve increased appeal among your target audience.
How artificial intelligence changes our view of brands
Artificial intelligence is transforming brands. See how marketers and brand managers are seizing the opportunities and avoiding the pitfalls.
Why do so many people want to play ball with football?
Few sports create as many emotions as football. What is so special about football?
Building brand architecture that works for your business
A clear and distinct brand architecture makes it easy for customers to understand what the company has to offer.
How do you distinguish purpose from branding?
Brands with purpose perform better than those without. Find out how best-in-class brands successfully incorporate purpose into their everyday lives, for employees, customers, and others.
What is your brand's personality?
All brands have a personality. Is your brand the hero, the challenger, the explorer, the philanthropist or perhaps the teacher? Read on now and find out which archetype you are.
Link your marketing activities and become more profitable
Today's customers want to associate themselves with the brands they buy from.
What are the characteristics of great leaders and their brands?
What makes some brands succeed where others fail? Hint: Management
Famous brands' slogans, taglines and payoffs
Many words and phrases – soundbites, song lines, advertising slogans, comedic quotes, condensed opinions and political messages – become public property.
Which nations will win Olympic medals for branding in Pyeongchang?
The Olympic Games begin in Pyeongchang, South Korea today. Find out how nations are building their brands through branding at the Olympics.
10 ways your brand can ensure a successful M&A
Why do so many mergers and acquisitions fail? Find out how a strong brand can ensure successful mergers and acquisitions.
Millennials prefer brands with purpose
Learn from a brand specialist about why millennials want brands with purpose.
Good management strengthens the brand and the company
A fruitful relationship between the manager and the company can strengthen the reputation of both parties.
How can you tell your company's story?
Find out how to formulate and tell your company's story.
How are you going to speak with one voice?
That's why it's important to have a consistent brand experience wherever customers go.
How to succeed with brand sponsorship?
Get the most out of your sponsorship deal with these eight questions.
Timing makes all the difference in customer experience
We have less time and are less attentive than before.
Beyond authenticity: Building brands with character
Brands often fail to stand out with uniqueness.
Why it’s so invaluable to be distinctly different when building a brand
A unique brand makes you visible among a thousand others.