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...
Chipotle recently announced something new. It wasn’t a new protein to add to your burrito bowl, nor was it a new way of ordering said bowl. In fact, this is...
The Necessity of Evolving Your Brand Recently, while conducting a competitive audit for a client, we stumbled upon a company that proudly proclaimed on their website that they had been...
In the landscape of business and transformation, branding stands as one of the most dynamic areas of change and growth. Over the past year, shifts in consumer behavior, technology advancements,...
Let’s just get the obvious out of the way: especially in the context of a hyper competitive world, rebranding serves as a powerful tool for companies aiming to stay relevant...
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