Building a Brand


Recent Building a Brand Articles

How to Plan a Product-Launch Event

By Peter Vanden Bos |  Jun 21, 2010

Your product isn't the next iPhone. So what? Throwing a stand-out event can generate tons of buzz anyway.  Read more


How to Choose the Best Business Card for Your Company

By Josh Spiro |  Jun 3, 2010

Networking, marketing, and leadership experts lay out what makes an effective business card, business card style taboos, and the importance of design versus ...  Read more


How to Build Your Personal Brand

By April Joyner |  May 24, 2010

With traditional publicity vehicles and the Web’s resources at hand, making a name for yourself is easier than ever.  Read more


Could You Market Chocolate Filled With Air?

By Shivani Vora |  May 1, 2010

John Scharffenberger and other entrepreneurs offer advice to Bubble Chocolate.  Read more


Company Logos for Less

By Leigh Buchanan |  Apr 1, 2010

Companies claim to design stellar business logos for half the price. How good are they? We put four services to the test.  Read more


Why You Should Make Privacy a Priority

By Courtney Rubin |  Mar 12, 2010

A new study ranks America's most trusted companies -- and reveals customers' feelings about how safety affect the brand.  Read more


How to Build an International Brand

By Elizabeth Wasserman |  Feb 1, 2010

For decades, Coca-Cola and IBM were among the scant few globally-recognized brands. By crafting a universal message and increasing brand awareness, here's ho...  Read more


30 Under 30 2009 - Hey Josh - Josh Shipp

Self-proclaimed class clown Josh Shipp drew on his own troubled childhood to start a multimillion-dollar company that provides practical advice to kids. Why ...  Read more


Marketers Learn to Talk Like a Pirate

By Josh Spiro |  Sep 18, 2009

Move over Halloween. Businesses are turning International Talk Like a Pirate Day into a marketing bonanza.  Read more


12 Rounds with Big George

By Rod Kurtz |  Sep 4, 2009

George Foreman's reputation as a boxer is perhaps only eclipsed by his reputation as the astoundingly effective pitchman for the George Foreman Grill. Wit...  Watch video


Mad Men on Branding

By Leigh Buchanan |  Sep 1, 2009

The popular TV show's branding expert talks about changes in advertising since the 1960s  Read more


Safeguard Your Brand Reputation Online

By Caroline Waxler |  Dec 1, 2007

Question: When you do a search on the Web for your business name or brand, does negative information show up in the results? If your answer is yes, you may n...  Read more


Differentiating Yourself in the Marketplace

By Nancy Michaels |  Oct 5, 2007

Standing out from the crowd takes time and effort. Nancy Michaels has some tips on how to maximize your exposure to potential new clients, and ensure they...  Watch video


What's in a Name? [Audio]

By Rod Kurtz |  Aug 22, 2007

As it turns out, a lot. A memorable company name can leave a lasting impression on customers – and just might be the competitive edge you need. Care...  Watch video


Blessing in Disguise

By Rod Kurtz |  Aug 22, 2007

What does it take to boost your revenue by almost 700 percent? A little help from Harry Potter and Spider-Man never hurts. Meet Kate Maloney, CEO of Costu...  Watch video


Case Study: The Reluctant Entrepreneur

By Max Chafkin |  Jul 13, 2007

Nanda Home creates cute, clever products that are intended to "humanize technology." Founder Gauri Nanda talks with staff writer Max Chafkin.   Watch video


Biggest Challenges for Inc. 500 Entrepreneurs

By Rod Kurtz and Michael Shick |  Jul 10, 2007

The founders of Method, Barefoot Books, and other Inc. 500 entrepreneurs discuss the biggest challenges in starting a business. Breaking through in the ma...  Watch video


High Design Under the Sink: Method at the Inc. 500

By Rod Kurtz |  Apr 17, 2007

Method is taking on huge competitors with its environmentally friendly, well-designed household products. Meet co-founder Adam Lowry.   Watch video


Is Dave Insane? Inside a Brand Makeover

By John Grossmann |  Jan 1, 2007

The branding experts said he desperately needed help with his image. But were they right?  Read more


Doug Ducey, Cold Stone Creamery

By Rod Kurtz |  Oct 3, 2006

CEO Doug Ducey takes Inc. TV on a tour of the flagship NYC store, and discusses how he is building an empire with premium ice cream and singing staffers.   Watch video


Bootstrapping 101: Brand It Creatively

By Stephanie Clifford |  Jul 1, 2006

In launching Madsoul, an urban streetwear label, in 2000, Marc D'Amelio raised guerrilla marketing to an art form.  Read more


Hatching New Revenue Streams [Video]

By Nadine Heintz and Rod Kurtz |  May 30, 2006

Associate editor Nadine Heintz explains how the maker of Marshmallow Peeps, the colorful Easter candy, learned to cash in on its cult following -- and how...  Watch video


It's Not Easy Being Green

By Jess McCuan |  Nov 1, 2004

Jeffrey Hollender and Alan Newman disagreed about strategy, fought bitterly -- and created two successful companies. They'd set out to change the world, but ...  Read more


Building a Brand

By Rhonda Abrams |  Sep 20, 2002

Branding isn't just a logo that you slap on or a fancy ad campaign. Your brand is a reflection of your business's personality.  Read more


A Brand Is Born

By Mike Hofman |  Dec 1, 2001

In just under a decade, Viewpoint International Inc., a retailer of clothing, accessories, and home furnishings, has built the Tommy Bahama product line into...  Read more