Tag Archives: brand

Top tips for building a successful brand strategy in 2024 and beyond

Mapping your brand goal to behaviors and emotions is key to building a successful strategy. Jade Bunke on December 8, 2023 In this two-part feature, Jade Bunke offers a step-by-step guide to building a successful brand. A brand is an organization’s most valuable asset. The art of capturing the hearts and minds of your customers … Continue reading Top tips for building a successful brand strategy in 2024 and beyond →

15 questions with Under Armour’s new CEO, who knows the brand is too bro-tastic

Branding Tools

By Mark Wilson $7.58. That was Under Armour’s closing stock price the day I met with Stephanie Linnartz, the company’s new CEO. A 25-year veteran of Marriott, Linnartz stepped into the role at the end of February of this year. She became the company’s third CEO appointed in four years. It is perhaps a … Continue reading 15 questions with Under Armour’s new CEO, who knows the brand is too bro-tastic →

How brand purpose can drive positive change

Branding Lessons

By Isis Wu November 28, 2023 In our constantly evolving business landscape, the concept of brand purpose has emerged as a potent catalyst for positive change. It transcends mere profitability and delves into the core essence of why a brand exists, what values it upholds, and what societal impact it aspires to create. I’ve … Continue reading How brand purpose can drive positive change →

Sam Altman’s brand is stronger than ever—and that’s why OpenAI will be fine

Corporate Appointments

By Jeff Beer November 22, 2023 The visionary founder brand is alive and well with the dramatic return of Sam Altman as CEO of OpenAI after five days of corporate drama the likes of which the tech industry hasn’t seen since . . . the Sam Bankman-Fried trial ended three weeks ago! On Tuesday, … Continue reading Sam Altman’s brand is stronger than ever—and that’s why OpenAI will be fine →

X CEO calls article that led to latest brand exodus ‘misleading and manipulated’

Twitter Under Legal

X CEO calls article that led to latest brand exodus ‘misleading and manipulated’ Linda Yaccarino says X stands against antisemetic content and vows to back free speech on the platform. Pranav Dixit Updated Tue, Nov 21, 2023 Jerod Harris via Getty Images X CEO Linda Yaccarino called a report from a watchdog group that … Continue reading X CEO calls article that led to latest brand exodus ‘misleading and manipulated’ →

Acquia sees web accessibility as a good thing and a brand differentiator

Web Accessibility

26% of adults in the United States have some type of disability. Their annual disposable income is nearly $500 billion. Constantine von Hoffman on November 16, 2023 At Acquia’s Engage Boston conference this week, the company unveiled a new and possibly unique brand positioning. It’s making web accessibility for people with disabilities the focus of … Continue reading Acquia sees web accessibility as a good thing and a brand differentiator →

Netflix’s crackdown on password sharing was good for the bottom line, but bad for the brand

Streaming Services

By AJ Dellinger October 16, 2023 Netflix hoped that cracking down on password sharing would convert sharers into subscribers, but it may have been equally successful at converting people into haters. According to a new report from research firm MoffettNathanson, the streamer’s decision to restrict access to shared accounts has hurt Netflix’s perception among … Continue reading Netflix’s crackdown on password sharing was good for the bottom line, but bad for the brand →

Yeti’s CEO opens up about his low-and-slow approach to building a brand to last a lifetime

Branding Engagement

By Jeff Beer September 03, 2023 marketing innovation The Golden Mahseer is not only a sacred fish and national symbol in the kingdom of Bhutan, but also incredibly elusive. A new short documentary chronicles fly-fisherman and guide Oliver White’s travels to the country to find one, and how it embodies his approach to life. … Continue reading Yeti’s CEO opens up about his low-and-slow approach to building a brand to last a lifetime →

IAS Brand Safety, Suitability Shows How Marketers Identified 61% Of Dangerous Content

Content Management

IAS Brand Safety, Suitability Shows How Marketers Identified 61% Of Dangerous Content by Laurie Sullivan @lauriesullivan, August 22, 2023 Measure, calibrate, and optimize are part of a new strategy outlined in a white paper from Integral Ad Science released Tuesday. For advertisers it has become a critical part of managing media quality for campaigns. More … Continue reading IAS Brand Safety, Suitability Shows How Marketers Identified 61% Of Dangerous Content →

Stagwell Feels The Need For Speed In Consumer Brand Tracking

Consumer Privacy

Stagwell Feels The Need For Speed In Brand Tracking by Joe Mandese @mp_joemandese, August 18, 2023 Stagwell, which has been in the process of integrating a variety of related units to improve products and gain efficiencies, is doing so once again — this time merging flagship consumer research division The Harris Poll with cutting-edge software … Continue reading Stagwell Feels The Need For Speed In Consumer Brand Tracking →