Bring your brand story to life — not with fluff, but with audience insights, clear messaging and language that converts. The ...

Understand the different types of product placements, identify your brand’s target audience and determine if this initiative should be pursued by an in-house team member or an outside agency.

In some cases, a personal brand and product brand that once were intertwined can separate—at least partly. Think of someone such as Bill Gates, who came to prominence as the co-founder of Microsoft.

I spoke with Diane Schwartz, CEO of Chicago-based Ragan Communications, about strategies for brand positioning and adjustment. Ragan works with companies large and small on communications and ...

Why a new brand may start competing with existing ones rather than strengthen the portfolio—and ways to avoid it.

Co-branding provides brands with different use cases for their products and can lift sales – such as Ithaca Hummus and olive oil brand Graza’s collaboration for their Olive Oil & Sea Salt ...

The brand name adds an intangible value to the product, making it more appealing to consumers. For this reason, many people are willing to pay a premium price for these products.

Product planning head Ash Corson referenced Bugatti and GMA in his interview with Carscoops. He also confirmed that the G70 sports sedan is integral to the brand.