How To Make Your Brand Stand Out: The Three C’s Of Breakout Brands

For me, brevity is also the soul of a successful brand strategy. This famous line in Hamlet can remind us that the best way ...
Forbes

What Is Brand Personality—And How Can Small Businesses Develop One?

Sabine Leveiller is the Marketing Vice President, of Europe at VistaPrint. She has over 20 years of experience in marketing strategy. Nike, Chanel, Apple—chances are these well-known brands evoke such ...
Marketing

Brand vs. Branding: Aligning Your Brand and Branding Builds Perception and Trust

If you ask ten business owners what their brand is, you'll hear an array of answers. Some will point at their logo. Others will talk about their tagline, their color palette, or maybe their social ...

NEXTGEN Brand Strategy: Why the Future Belongs to Firms Who Control AI—Not Those Controlled by It

The core of the NextGen AI hollowing out of creative brand agencies and workers is really a reminder of the fundamental power of brand as the ultimate business engine. As the industry drowns in the ...
Marketing

Three Modern Branding Challenges: Market Hyper-Dynamics, Breaking Through, Short-Termism

Writing the second edition of Aaker on Branding 11 years after the initial edition has led me to reflect on how branding has changed over that time span. Although... much of the fundamentals are the ...