Brand Management

Here are a few of the common traps that companies rush into when they face a reputation crisis—missing the opportunity to turn their “moment of truth” into a rapid and focused relaunch of their company.

Tempted to become the face of the brand? Changes in technology make it easier and cheaper than ever before. Tips from CEOs who’ve done it.

CEOs and executives at enterprise companies need to prioritize brand consistency to take on their competition and draw in loyal customers.

Progressive’s marketing-led surge, recently highlighted by ads featuring Browns QB Baker Mayfield, presumably has been key to its double-digit growth in sales and prospects over the last six years as well as a 30-percent rise in its share value so far in 2019.

Every day a CEO might see some sort of reminder that she is supposed to be leading her company with “purpose” now, with some...

Fighting (in a healthy way) to build better brand and user experiences is one of the most necessary skills in today's new creative economy. Here’s how you pull it off.

Both Quicken Loans founder and chief Dan Gilbert and 3M Company CEO Michael Roman have a lot invested in new golf tournaments that are...

In this age of disruption, it’s too easy for many businesses to see themselves as if they are at a disadvantage–the phrase “legacy company” has almost come to imply “not that relevant.” Nothing could be further from the truth.

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.