Topic | Brand Building

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.

Quinn Kilbury, Heineken senior brand director, talks about why the brand decided to launch a line of subtly branded menswear.

This article might be about marketing a startup to college students, but it’s loaded with ideas—10 of them—that any size brand or company can execute.

This infographic shares research and brand examples on the importance of color when it comes to creating your brand's logo.