Symbols and stereotypes

Helen H. Richardson/Getty Images

branding

Symbols and Stereotypes

What happens when your brand symbolizes something offensive to others? How much do logos incite bad behavior? The case of the Washington Redskins.

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From badge to hack

branding

From Badging to Hacking

Being t-shirt worthy was once the imperative for brand managers. But consumers have drifted away from badging brands to confer status. Instead, they seek ways to hack the brand's cultural currency to satisfy their social media reach.