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Corporate Branding

Gary Kelly Defies Gravity at Southwest Airlines: Meet a CEO with a stellar personal brand

Stacey Cohen | Posted 01.10.2017 | Business
Stacey Cohen

Whether you're CEO of a mega-brand or owner of a doggy daycare start-up, investing in your personal brand is always a sound investment in your company...

Modern Brands Tell Their Sustainability Stories

Christine Fruechte | Posted 04.14.2016 | Business
Christine Fruechte

Where should today's modern brands be investing to gain tomorrow's competitive edge? In sustainability. More specifically, in their own sustainability story.

The Chief Social Officer (CSO)

JD Gershbein | Posted 11.01.2016 | Business
JD Gershbein

As social media continues to reshape business models and drive the strategic planning process, new roles within companies are being defined. Corporations that were once reluctant to implement a social media policy now acknowledge its importance.

All in the Family: Next Generation of Design Leadership

Ken Carbone | Posted 10.13.2016 | Business
Ken Carbone

With the ideal balance of careful reflection on the past while boldly embracing the future, next generation leaders can exceed those original dreams and proudly extend a family heritage.

3 Reasons Why Every Employer Needs to Focus on Employer Branding

Nando Rodriguez | Posted 04.28.2015 | Business
Nando Rodriguez

Employer branding may seem like the latest buzzword whispered around town, but those of us in the talent management game have been executing these tactics for several years and attracting the best talent to our organizations in the process.

Looking to Advance Your Career? Let Me Tell You a Story

Beth Kuhel | Posted 04.13.2015 | Business
Beth Kuhel

If your stories are meaningful, succinct and are tied to the values and interests of your market, they could make you more memorable in the marketplace.

The Luxury of Inconvenience: Consumerism in the Age of "Time is Money"

Chloe Sharfin | Posted 11.09.2014 | Business
Chloe Sharfin

We're indulging in the luxury of inconvenience -- saving time on the tasks we care less about and spending added time on what fulfills us and ultimately makes us happier -- and that's impacting our consumption habits as well.

Choosing the Right Agency

Rick Roth | Posted 07.20.2014 | Business
Rick Roth

You're a marketer needing an agency... it doesn't much matter your size....the complexities of choice exist regardless. The promises of one stop shopping, new media expertise and brilliant work are rampant.

Brand Nation

Michael Drew | Posted 05.19.2014 | Business
Michael Drew

Branding can be thought of as shorthand for what a person knows about you -- your reputation, your reliability, your product. Yes, it's been overuse...

The 5 Best LinkedIn Next-Level Strategies

JD Gershbein | Posted 03.27.2014 | Business
JD Gershbein

Each of these next-level strategies is engineered to get you unstuck and on-track. As you execute them, you will intuit other strategies that you can immediately apply, unearth new business opportunities, and begin cementing powerful new relationships.

It's 2014. How Are You Going To Show Up Differently?

Matthew Harrington | Posted 03.08.2014 | Business
Matthew Harrington

As 2014 gets underway, something profound is afoot among some of the world's largest brands. They are doing things differently and challenging the status quo. Rather than being daunted by the prospect of change, they have the courage to embrace it, which I would argue is setting them up for a more successful future.

Branding Goes Big

Tom Silva | Posted 11.26.2013 | Business
Tom Silva

In the striking Kate Winslet film, Little Children, there's a scene where her husband is questioned about his job at a marketing firm. "No," he corre...

404: Yahoo's Search For Its Identity Not Found

Ken Kilpatrick | Posted 11.09.2013 | Business
Ken Kilpatrick

Choosing a logo as a foundation to build the brand in the midst of a do-or-die turnaround campaign is akin to building a house on sand. It is not going to stand. Yahoo's distracted and misdirected branding focus may have gotten the pundits talking, but it hasn't nor will it solve the company's woes.

Blackberry's Woes and Lessons for Value Migration

Michael G. Jacobides | Posted 10.30.2013 | Business
Michael G. Jacobides

The recent news that Blackberry is "exploring options," possibly including a sale of the business, underlines a significant transformation in our competitive landscape.

Rovio Hits Hollywood With a Knock-Out Boulder

Catherine Clinch | Posted 05.13.2013 | Business
Catherine Clinch

While the networks focus on spreading the message of their corporate brand identity, content has become the only brand that matters. If the networks are unwilling to accept this, they will be smashed by a boulder of audience rebellion.

Sustainability Leadership Through Branding: A Woman and a Community of 50,000

Graciela Tiscareno-Sato | Posted 07.31.2012 | Small Business
Graciela Tiscareno-Sato

I recently interviewed a woman affecting positive environmental changes through the process of branding. Branding -- as in, corporate branding done by corporate marketers? Yes, but we must understand how she defines branding first.

When Songs Attack: Assaulted by Muzak in the 21st Century

James Napoli | Posted 10.30.2011 | Media
James Napoli

In deference to the overall awesomeness that is Trader Joe's, the fact is we can barely go anywhere anymore without being assaulted by a feel-good music mix. The mall, a restaurant, a waiting room. And it isn't always feel-good.

Why Your Personal Brand Shouldn't Be Your Corporate Brand

Dorie Clark | Posted 04.21.2015 | Business
Dorie Clark

The two money-making models -- Business-Builder and Expert -- are exact opposites, and if you try to blend them, you're not going to get far. You can succeed with either one, but you have to decide early on which you're going to pursue.

Why Won't the CTA Brand the Chicago 'L'?

Mike Doyle | Posted 05.25.2011 | Chicago
Mike Doyle

So why aren't the most famous elevated trains on the planet--ours here in Chicago-- branded? What is the CTA waiting for? Can the agency not recognize the power of 116 years of brand recognition?