Brand Management
ING - Being Orange In A Sea Of Blue
This case study explores how the ING Group used fresh thinking to create a strong brand after a series of acquisitions.
Trust is a Must
The author cites relevance and trust in a brand as the two most important factors in keeping customers loyal.
Brand Building: Why GE Put Its Imagination To Work
In this article, Beth Comstock discusses GE's rebranding campaign.
Keeping Brand Connections FRESH
The author discusses how "brand freshness" is a guiding marketing concept at Masterfoods USA.
Brand Building In The 21st Century
Advertisers must respond to the realities of today's jaded, on-the-go, ever-elusive consumer.
Just Because It's Approved, Doesn't Mean You Can Do It!
This case study explores the importance of communication and inclusion for successfully branding your company.
A Good Name is Better than Riches
Tips to consider when selecting a new brand name.
