Topic | Branding

Here's three key things disruptive CMOS can do to drive digital transformation in their marketing organizations.

A campaign designed to position Heineken as the “Beer of Cities” helped the company improve brand consideration among Millennials, create social buzz and most importantly, increase the volume of beer sold.

The branding challenge for Hiscox was to create something different to entice those who didn’t know the company, but at the same time stay familiar to customers.

Beginning a brand architecture program often results in sighs and groans from brands. Keep it simple. To kick-start your process, here’s three simple steps.

Authenticity isn’t about telling people what they want to hear; it’s about being honest. But that still leaves open the bigger question: What defines inauthenticity?

Recent research from C Space showed companies that genuinely understand and connect with customers outperform their competitors.

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

Although digital and brand are permanently joined at the hip, mending your website woes won't solve all your problems.

The majority of ad spending still focuses on new customers, even though new measurable and targeted tactics gives us more ways to engage with customers than ever before.

Focusing your campaign on one product benefit can be a huge risk—but it might be the best move you can make