Writing the second edition of Aaker on Branding 11 years after the initial edition has led me to reflect on how branding has changed over that time span. Although... much of the fundamentals are the ...

Tequila is carving its place in a crowed space, using cultural relevance and community to build a brand that resonates with ...

For all intents and purposes, we no longer have technological barriers and geographical boundaries to worry about. Brand awareness is easy to come by. Or is it? If you run your own business or you are ...

What makes a meme-marketing campaign successful and what the future might look like for brands trying to stay relevant online ...

This fusion of cultural heritage with modern technology lies at the heart of Diriyah’s evolving brand identity. Storytelling as a key element of brand identity Like many other destinations ...