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Although creatives know that their work creates tangible results for businesses, their work has often been undervalued by their more business-minded colleagues. Yet businesses are increasingly recognizing the value of creativity for achieving business objectives. more
Fully 94% of marketers say the COVID-19 pandemic has had an impact on their brand marketing and content marketing strategies, according to recent research from Bynder. more
Visual design is having a moment of prominence—and perhaps reckoning. Many companies no longer treat design like frosting for their messaging; often, the design is the message. But can marketers stand up for artistic design while still getting the ROI the C-suite execs expect? more
We are living in a time of great disruption. Disruption in the market breaks paradigms. It creates as much opportunity as loss. It is easier for our minds to envision the downside of our losses than to see new opportunities. Though harder to spot, the opportunities are there. more
The concept of "brand elasticity" refers to how sensitive customer preference is for a certain brand when it stretches beyond its positioning or expands into new categories. It's important to understand so you don't stretch a brand to its breaking point. more![Best (And Worst) Email Signoffs During COVID-19 [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200427-infographic-lg.jpg)
How do you sign off your marketing emails in a way that fits your brand—but still shows you're aware of what's going on during a tough time for your customers? Here's a chart with 30+ options, listed from best to worst, with brand-voice options both cheeky and formal. more
You need to know what's being said online about you, your brand, your competition, your industry, and other topics you're interested in. At first, Google Alerts might seem the most obvious choice, but it's notoriously unreliable.You have options, though, including these 4 alternatives. more
It's never been easier to monitor what's being said in traditional and social media about companies, brands, individuals. But it's also never been more complicated: There are dozens of platforms, and they make all kinds of claims. Here's what you need to know when evaluating media monitoring services. more![A Guide to Business Ethics and Social Responsibility [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200304-infographic-lg.jpg)
Business ethics and social responsibility are a top consideration of customers and employees alike in the age of growing socioeconomic inequality, climate change, and environmental concerns. Being ethical and socially responsible is simply good business. more
It doesn't matter whether you believe climate change is the great existential threat of our time. "Green" or "eco" branding doesn't always cut it. So how do we do what's right for the planet while still bringing in a healthy profit? Here are four ways to cut through the noise. more
How do people feel about some of the biggest logo changes of last year? Do they like the revamped version or the previous look? more
To stand out, brands must convey their messages distinctly. A unique, visually appealing packaging design is an excellent attention-getter and differentiator, and it can deliver the right message to a targeted audience. Here's how to create a lasting positive impression through packaging. more
Consumers expect a brand in crisis to respond quickly, accept responsibility, and communicate from the top, according to recent research from Crisp Thinking. more
Launching a new product can be a lot like throwing a dart at a map—while the map is in another room, the power is out, and you're fresh from the optometrist and your pupils are dilated... But you don't have to launch products—or even campaigns—with guesswork. Here's what to do ... more
The four most valuable global brands in 2019—Apple, Google, Amazon, and Microsoft—are all tech giants, according to recent research from Interbrand. more
As the first place more than 50% of all Americans go to search for products, Amazon is the e-commerce and advertising platform most brands can't afford to ignore. But using Amazon as a platform is not as straightforward as you might think. Here are five steps you need to take ... more
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
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