Sephora's incident with the Grammy-nominated singer SZA is an example of companies needing to be aware of a digital danger zone from which they cannot escape unharmed.
Like Reebok learned the hard way, LaCroix is understanding proactive brand management is an absolute must in 2019. If your company hasn’t figured it out, you have to be prepared to do more than build a brand, you need to defend it.
CEOs can't risk losing the trust and loyalty of their customer base over small inconveniences or bad customer experiences. More than ever, CEOs need to prioritize client retention strategies over client acquisition.
To enhance your existing marketplace reputation, build your brand story over time through consistent internal and external communication. Here are three ways to start building an exciting, authentic brand story.
Miguel Patricio, former CMO of AB InBev, has been tabbed to succeed Bernardo Hees as chief of Kraft Heinz. Will his strategy revive the CPG giant?
Andy Warhol said everyone gets 15 minutes of fame in their life. The social media version is that everyone will also suffer 15 minutes of shame. Just ask Reebok.
Flagstar CEO Alessandro DiNello talks about how the $18.5-billion regional banking company was able to work with NBA superstar Blake Griffin in a new series of ads.
One of your biggest challenges as a business leader is making sure everyone is aligned around your brand's fundamental values. Your genius ideas mean nothing if no one can agree on how to seamlessly implement them.
The Learning Experience has enjoyed double digit growth in its 16 years of existence. CEO Richard Weissman credits the company’s focus on driving brand recognition by green-fielding all its own products.
Each individual has a different interpretation of your brand based on his or her experiences and what he or she has heard other people say.