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Too many brands today have developed an obsession with performance marketing while relegating branding to the proverbial back burner. But prioritizing one strategy over the other has significant ramifications. Here's what to do instead. more
Companies big and small use rebranding as a way to keep up or stay ahead in their industry. Rebranding can save a company in decline and maintain a company at the top. But not all rebrands are a resounding success, and rebranding should never be undertaken on a whim. more
The brands that consumers find most reputable tend to come across as risk-taking, friendly, uncompromising, trustworthy, and orderly, according to research from TrustPilot. more
Companies aren't living, breathing things, so they must communicate their personality and identity—their brand—through design elements. Which is why design and branding are inseparable. See how that process works, along with a couple of good examples. more
Although most companies have defined and crafted a brand story, senior executives are not sure whether the value proposition is conveyed accurately by employees to potential customers, according to recent research from FocusVision and InnerView. more
Brand safety is being redefined by consumers. Marketers today need to look beyond just making sure their ads don't appear in controversial contexts. Brands' usage policies, partnerships, and even political campaign contributions are now in play. Here's advice on how to keep your brand safe. more
It is an interesting, complicated, and marvelous time to be a woman. Likewise, it is an interesting, complicated, and marvelous time to be naming brands catering exclusively to women. It's also a task fraught with missteps. So... what is the best approach to take? more
So far this year, six naming trends have become prominent, or are becoming so. This article explains how each trend can be used and what benefits it can bring you. If you're ever tasked with naming a business or product—and you want it to truly stand out—check out these valuable ... more
How do consumers view top tech brands? Which words and sentiments do they associate with Apple, Facebook, and Google? more
Consumers, especially younger ones, are becoming increasingly reliant on online reviews to assess local businesses, according to recent research from BrightLocal. more
Baffled. Enthralled. Amused. Maybe insulted. Those are just a few reactions you might experience when encountering a nail polish name. Whatever the emotion, top marketing executives agree the name is nearly as important as the color. That can be true for other products as well. Here's a high-level look at ... more
Whether you're a budget-challenged startup or a corporate marketer headed to a tradeshow for the first time, it can be daunting to prepare your company's branding for an appearance at a major industry event. These do's and don'ts will help you achieve great results. more![Online Reputation Management 101: What You Need to Know [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/181206-infographic-reputation-management-lg.jpg)
Managing your brand's online reputation is a daunting task, but it's an important one. Use these five steps to make sure your online reputation is stellar. more
Less than one-third of consumers think brands should take public stands on political issues, according to recent research from Sword and the Script Media. more![Net Promoter Score: What It Is and How It Can Help You [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/181126-infographic-net-promoter-lg.jpg)
Net Promoter Score helps you understand your overall customer relationships and plan referral marketing. Learn what NPS is, how it works, and why you might consider asking your customers that one important question. more![US Millennials' 100 Favorite Brands [Infographic]](https://i.marketingprofs.com/assets/images/daily-data-point/top100brands-LG-moosylvania-011118.jpg)
Nike, Apple, and Amazon are the favorite brands of Millennials in the United States, according to recent research from Moosylvania. more
Apple, Amazon, and Pinterest are the most relevant brands to consumers in the United States, according to recent research from Prophet. more- WeWork started as a local coworking space, but it quickly grew to become a global force in other industries. What makes WeWork's growth so impressive compared with competitors', and what can its story teach you about how to grow your brand? more
- Great deal! Buy now!! But why should people buy from your brand over the competition? That's where your value proposition comes in. Here are five steps to test whether your value prop is helping you succeed—or fail. more
What makes one brand succeed over other brands that sell the same or similar products? Gutsy brands make themselves stand out in ways their audiences relate to. Here's how to find and capitalize on your brand's gutsy qualities. more
Today, branding is not about slapping logos on various media. To grow, your brand needs to be providing consumers with disruptive—that is, memorable and sharable—experiences. more
Meal kit companies can teach you more than just how to cook. This analysis of the names of the brands in that industry provides insight into creating memorable and evocative brand and product names. more
Job candidates say the factors most damaging to a potential employer's brand are a reputation for poor work-life balance and excessive turnover, according to recent research from MRINetwork. more
Follow these five steps to create a memorable and effective brand that will help your company stand out from the competition. more
The idea of creating a brand that customers will love is, really, something of a fairy tale. But we're big kids now, so let's put the fairy tales aside, roll up our sleeves, and get to work. more
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