Topic | Branding

Getting employees invested in its branding strategy has been a crucial part of the success of Grant Thornton’s “Status Go” campaign.

Hyundai is hoping for a heroic lift from "Ant-Man and the Wasp" with product placement to promote the 2019 Veloster hatchback.

When an organization pivots and goes through a metamorphosis, it can be challenging for a B2B brand to catch up.

Set the Page Free, an ebook powered by celebrity influencers, helped Xerox create engagement and contemporary relevance for the brand.

Visa launched a new campaign this week that it hopes will get Millennial women talking more about their attitudes and behaviors around money.

BNY Mellon is leveraging its connection with Alexander Hamilton to capitalize on the founding father’s newfound pop culture hero status.

The Jägermeister sports marketing game is all the more poignant as the U.S. men’s team, mainstays of the World Cup for more than a generation, were knocked out of this year’s World Cup in Russia.

What’s in a name? As the U.K.'s Waterstones learned, turns out a lot if you’re looking to create a memorable brand.

A new animated tourism commercial takes viewers on a fanciful Technicolor journey around the state of Oregon featuring romantic hot air balloon rides, magical gardens and a giant friendly rabbit.

One thing missing from the brand strategy process in many companies today is diversity of talent, not only in race and gender but experience, background, vocation and even age.