Branding


Recent Branding Articles

Origins of the Inc. 500: Company Names

By Jennifer McFarland |  Oct 15, 1999

Where do America's fastest growing private companies get all those great ideas? A look at some of the unlikely ways CEOs named their businesses.  Read more

Touchy Subject

By Amy Yee |  Oct 15, 1999

Computers allow us to see and hear what's on our monitors. Why not touch it, too? Here's how Thomas Massie, founder of SensAble Technologies, turned his odd ...  Read more

Passing Fancy

By Ilan Mochari |  Oct 15, 1999

Has sporting goods manufacturer and distributor RAM Sports invented a better football? Here's what a former football pro-and current Inc. 500 CEO-had to say ...  Read more

Fast-moving Cars

By Mary Kwak |  Oct 15, 1999

Here's how turning his hobby into a business made Steve Halsell, Owner of Twin Hills Collectables, the largest independent distributor of die-cast NASCAR col...  Read more

Keep Current with Domain Name Changes

Oct 12, 1999

An overview of the newest top-level domain names being used on the Internet.  Read more

The Power of Brand

By Edward O. Welles |  Oct 1, 1999

Authority, higher purpose, involvement. These are the qualities some famous brands represent.  Read more

The Next Target: Gen Y

By Edward O. Welles |  Oct 1, 1999

Retailers target the babies of the baby boom in unconventional ways.  Read more

I Have Seen the Future

By Jeffrey L. Seglin |  Oct 1, 1999

Reviews of five new business books, including two books on the power of personal vision, two books about capitalizing on the aging population, and one book o...  Read more

The Diva of Retail

By Edward O. Welles |  Oct 1, 1999

Why did Starbucks, Blockbuster, and Nike come calling on little-known consultant J'Amy Owens? Because this president of the Retail Group knows how to make th...  Read more

Brand in the Making

By Mike Hofman |  Oct 1, 1999

If all goes well under James Prosek's ambitious business plan, he will be elevated from mere fish aficionado to standard-bearer for an entire way of life. Pl...  Read more

How Can I Dominate My Competitors?

By Emily Esterson |  Sep 28, 1999

A milk company builds a brand around organic dairy products.  Read more

Bark for Room Service

By Susan Hansen |  Sep 1, 1999

A look at three start-ups that are taking advantage of the growing market for pet products and services.  Read more

Upstarts: Pet Luxuries

By Susan Hansen |  Sep 1, 1999

What is it about people and their pets? That magical bond between human and beast has yielded pounds of start-up opportunity for such ventures as a discount ...  Read more

Hot Tip: Trademark Registration

By Mike Hofman |  Aug 1, 1999

You can obtain some types of business services -- like trademarking product names -- for less if you don't mind crossing the border.  Read more

Master of Your Domain

By Mike McLoughlin |  Jul 7, 1999

Everything you've ever wanted to know about domain name registration.  Read more

Go Glossy: How to Create a Beautiful Branding Tool on a Budget

By Mike Hofman |  Jul 1, 1999

CEOs give advice on building a brand through custom publishing.  Read more

All Business Is Local

By Marc Ballon |  Jun 1, 1999

By emphasizing its community ties, one independent bookstore has flourished -- even while surrounded by chain-store competitors.  Read more

Upstarts: Wellness Drinks

By Susan Hansen |  Jun 1, 1999

Soft-drink bottlers are cashing in by adding New Age herbs to their beverage recipes and touting the health benefits to consumers. Will the FDA continue to l...  Read more

Hot Tip: Protecting Intellectual Property

By Marc Ballon |  May 1, 1999

Good ideas are often copied or pilfered. But protecting intellectual property may have gotten a bit easier.  Read more

The Old Neighborhood

By Emily Barker |  May 1, 1999

No one knows Newark, N.J., like CEO Louis Dell'Ermo. As it turns out, that's become a powerful selling point for his company, Gateway Security.  Read more

All the World's a Niche

By Robert L. Johnson |  Feb 1, 1999

Niche companies needn't be intimidated by their large corporate competitors because even the biggest companies must market differently to discrete audiences,...  Read more

Upstarts: Year 2000

By Ilan Mochari |  Jan 1, 1999

The founder of Y2K News magazine explains why his millennium bug publication will survive past 1999. Plus, several shorter articles about how companies are t...  Read more

The Game Of The Name

By Jeffrey L. Seglin |  Oct 15, 1998

A look at some of the unlikely ways Inc. 500 CEOs came up with the names for their companies.  Read more

The Name's the Game

Jan 1, 1998

Marketing guru Jack Trout critiques company names.  Read more

Establish Your Online Image

Jan 1, 1998

It's not easy to build brand awareness on the Internet when the medium is dominated by megasites. Here's how Virtual Vineyards does it.  Read more