Branding

To meaningfully support Pride, companies need to focus on employees, customers, and the community.

It takes deep commitment and involvement to develop a brand strategy that embraces racial justice.

Latia Curry outlines the steps a brand should take to communicate their values to customers.

Three trending emotional priorities show signs of becoming long-term fixtures in consumers’ collective conscience.

Consumer confidence will be the new currency of business; here’s how companies can respond.

Identifying postcrisis opportunities, marketing to nonbinary genders, and prioritizing during supply chain disruption.

Brands can no longer rely solely on outdated tropes to connect with increasingly diverse consumers.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

Co-op advertising lags behind consumers’ and marketers’ needs — here’s how it needs to change.

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.

Online and off-line customer conversations about your brand require separate marketing strategies.

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.