Insights

Brand positioning thrives in nuance, understanding, judgement and creativity. When Nike told you to just do it, you didn’t wonder, “Do what?” When you found out Red Bull gave you...

When private equity firms purchase healthcare companies, it’s easy for those individual entities to lose their identities. This could be the first domino that leads to a fall in value....

The trademark landscape is evolving rapidly. Across industries, brand owners are encountering increased scrutiny from examiners who are interpreting “related” goods and services more broadly and applying a higher standard...

There are few things as nostalgic as spotting a Cracker Barrel sign peeking over highway hills on a summer road trip. For many, it wasn’t just the food—the chicken and...

When category-specific names become limitations, smart companies create new corporate identities that telegraph ambition and make space for expansion. A few weeks ago, Harry’s Inc. unveiled its new corporate identity:...

Travel is back — and in a big way. After years of restrictions and uncertainty, people are embracing their wanderlust like never before. But as travelers flood back into hotels,...

Was the most recent change worth it? Branding experts argue that, yes, it was worth it. “The awareness of the brand is so high that to completely change it would...

It’s no secret that businesses can be a bit shady when it comes to pay. Stories of overworked, underpaid employees and contractors struggling to get what they’re owed are common....

Jaclyn Hesse, co-founder of branding agency Taillight, was similarly critical. “The rebrand feels forced, contrived,” she says. “The cars themselves, now that they’re actually showing them, recall elements from Audi’s...

‘The Rebrand Feels Like A Misstep’ “From a branding perspective, the rebrand feels like a misstep. The video, featuring androgynous models in gender-neutral or gender-bending attire, risks alienating traditional customers...