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.
Elon Musk, owner of X Holdings Corp., changed Twitter, Inc. to X Corp. He announced the change on July 23, 2023.
(Shutterstock)
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.
The Lindt Gold Bunny, complete with golden foil, red ribbon and bell.
David Gee / Alamy Stock Photo
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.
Erik Brunetti had good reason to be optimistic after the court heard his case in April.
AP Photo/J. Scott Applewhite
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.
Tiger Brands was thrown into the centre of the listeriosis storm.
Tigerbrands
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.
Despite his presidential victory, Donald Trump’s business brand is suffering, as is that of his daughter, Ivanka.
(AP Photo/Pablo Martinez Monsivais)
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.
Trust is hard to win back once lost.
Handshake via www.shutterstock.com
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.
The Ford Kuga brand has been blemished in South Africa by its propensity to burst into flames which has caused a recall of over 4000 cars.
REUTERS/Maxim Shemetov
Adjunct Professor, with expertise in Branding, Marketing, Business Strategy, Corporate Citizenship and Social Responsibility. Graduate School of Business, University of Cape Town