In today's competitive market, establishing a robust brand identity is crucial for attracting and retaining loyal customers.

In a polarized political climate, brands are being forced to rethink how they approach this holiday—striking the right ...

Think of it as an app-quality experience, but without the app. Instead of plain texts with generic messaging and links, brands can send high-quality images, videos and clickable buttons — all ...

more-unified messaging that stands up to the multichannel test by reinforcing your brand position with every copy point and content product, offline and online. Be more intentional in your ...

These are placed on a messaging map to show how the attributes and benefits work together, and how the core attribute and core benefit are supported by additional proof points. In this way, the map ...

Branding acts as a verb and describes the "how" part of the brand puzzle. To ensure your marketing efforts are consistent when you're considering business branding, ask yourself: How will your ...

As Zhu concludes, “In an environment as complex as this, brands can’t afford to be reactive. Proactive, strategic messaging is the key to maintaining trust, relevance, and market leadership on ...