Topic | Branding

As Independence Day approaches, many brands are flying the red, white and blue. How does your company express patriotism with brand values?

A newly revamped web presence is helping UL create a message of trust, a core value for the 125-year-old brand.

Think a bulldozer is an analytical, emotion free purchase? Think again, says Victoria Morrissey of Caterpillar. Emotion—and risk—play a huge role in B2B.

Most presentations on brand strategy don’t typically begin with an apology, but the market position of Boeing is anything but typical.

What’s in a name? A lot. Relation Insurance strengthened its brand connection to a number of B2B verticals through a year-long renaming initiative.

Brands looking to spend their festival marketing dollars at Woodstock 50 this summer will need to invest elsewhere.

Conversations around inclusivity and diversity has had a major impact on marketers, not only on how they connect with the LGBTQ community, but internally on how they treat LGBTQ employees.

Hiscox launched a new campaign this week designed to highlight the unique insurance needs of small businesses.

Citrix CMO Tim Minahan shares how the brand is leveraging a partnership with Aston Martin Red Bull Racing to create engagement with B2B decision makers.

New research shows that airports present a key opportunity for B2B brands to connect with business decision makers on the go.