Branding

Equinox made me do it

Research

Focused and Fit

Knowing whether the glass is half full or half empty makes all the difference in messaging to your target audience

When donald met chuck

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Branding

When Donald Met Chuck

One of the biggest political headlines this week offered a case study in a frequent brand challenge

The thing to fear

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research

The Thing To Fear

Fear is on the rise. Conventional wisdom suggests this is bad for brands and for marketers. But new research suggests otherwise.

Power of pause

essay

The Power of Pause

An order for shoes offers a case study in what's wrong with most email marketing and also reveals the seed of a cultural trend

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.

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.