This case study explores how the ING Group used fresh thinking to create a strong brand after a series of acquisitions.
The author cites relevance and trust in a brand as the two most important factors in keeping customers loyal.
In this article, Beth Comstock discusses GE's rebranding campaign.
The author discusses how "brand freshness" is a guiding marketing concept at Masterfoods USA.
Advertisers must respond to the realities of today's jaded, on-the-go, ever-elusive consumer.
This case study explores the importance of communication and inclusion for successfully branding your company.
Tips to consider when selecting a new brand name.