Branding

New research shows that customers tend to react negatively when companies incorporate nicknames into their brand marketing.

Businesses can fight aging through renewal, revamp, or rebirth but should also learn how to navigate decline.

Burnish your brand to meet the challenge of talent acquisition by taking some cues from consumer branding.

Brand managers need to stop guarding and start enabling in the generative AI age. Use these lessons to safely cocreate with consumers.

Chasing the mass market is a losing proposition for marketers in a polarized culture. Allying with the subculture that loves you is the best way to drive brand success.