2 marketing experts explain how the former All-Pro center for the Philadelphia Eagles has built a powerful personal brand centered on being a gritty underdog with family values.
Consumers relate to brands and logos on an emotional level. The response to Elon Musk’s rebranding of Twitter has revealed the emotional connections people have to the brands they use.
When you ask Americans what the word ‘science’ brings to mind, a majority respond ‘hope.’ Using this built-in brand can help communicate important science messages.
A trademark law scholar explains why the impossible-to-apply standard, dating back to the early 20th century, is ineffective and needs to be abolished.
If we think about universities as corporations and their sports teams as marketing tools, everything about the UNC academic scandal – and the nonresponse – makes perfect sense.
BHP’s rebrand is unlikely to affect the bottom line, research shows. But if it improves relations with politicians and voters, it would still be a success.
Wells Fargo and United Airlines have both been facing an onslaught of negative publicity and will have a tough time restoring trust with their customers. Here’s a good place to start.
Adjunct Professor, with expertise in Branding, Marketing, Business Strategy, Corporate Citizenship and Social Responsibility. Graduate School of Business, University of Cape Town