Topic | Brand Building

Nielsen reports that during the pandemic brands concentrated more on trying to convert prospects into buyers rather than creating brand awareness.

Godiva is investing multimillions on a new campaign "Wonder Awaits" as the holiday shopping season nears, CMO John Gallaway tells us.

The cannabis industry is censored by most major advertising channels. Getting back to the basics can build those audiences.

Carlsberg's “probably” not the best beer in the world strategy confused customers and sales fell. It has a rebrew and an inspiring story to tell.

Michael David Winery launched a face filter app, which allows users to become their favorite characters from the Freakshow wine brand.

Best Buy, Glossier and Sur la Table are turning the customer experience into an art form and redefining the rules to win by.

Jen Palmer leads the Pride and Allies Employee Network Group. She shares strategy on marketing to the powerful LGBTQ community.

This week, the beer battle continues as Coors Light unveiled a new smart beer tap that lights up when “fueled by Bud Light negativity.”

While naming is not an exact science, there are some common mistakes companies should avoid when trying to select a new name.

John Costello, president, global marketing and innovation, Dunkin' Donuts, on the six principles that drive brand building.