Insights

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...

It seemed like a smart marketing move at first: add “San Francisco Bay” to Oakland International Airport’s name, catch more travelers’ attention, boost business. But what started as a straightforward...

At a time when people are increasingly searching online via voice, however, misspelled names have disadvantages. That’s the perception of Bruno Benedini, a founder of branding consultancy Taillight. While a...

Looking at the most heavily funded startups of the year — a list that includes OpenAI, xAI, CoreWeave and Safe Superintelligence — none has a name one could describe as...

Numbers drive mergers and acquisitions. Whether it’s dollars, staff size or market reach, numbers tell the story. But for an M&A transaction to become a lasting success, everyone involved needs...

An odd title, to be sure. After all, what does branding have to do with manhole covers? Branding, like virtually all other disciplines, can impart lessons that are cross-functional, transcending...