CONTENT TYPE: Article | TOPIC: Branding | ELEMENT: Communicate

How can we marketers map our messages and voice to ensure our audiences are comfortable with both, and create a neat fit between message, product, and medium? Watch the video to find out.

CONTENT TYPE: Article | TOPIC: Branding | ELEMENT: Strategy

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 a naming project—along with naming tips and techniques that might prove useful for brand managers and marketing execs.

CONTENT TYPE: Article | TOPIC: Events | ELEMENT: Plan

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.