Defining Your Brand


Building a Brand

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.

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Brand in the Making

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. Plus: Dr. Koop on self-branding.

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Mad Men on Branding

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

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Bootstrapping 101: Brand It Creatively

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

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Case Study: Skinner Baking Builds a Brand

For years, a family bakery sold unbranded pastries to supermarkets. Should the owner now put his name on the box?

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Recent Defining Your Brand Articles

Naming Rights and Wrongs

By Ryan McCarthy |  Dec 1, 2008

NameThis, an online service launched in August, lets businesses crowdsource their branding efforts. Are user-generated trademarks any good? The suggestions p...  Read story

The Rebranding Game

By Ryan McCarthy |  Dec 1, 2008

If at first you pick the wrong name, you can always try, try again.  Read story

Trading Up

By Nitasha Tiku |  Aug 1, 2008

How a shop in Little India became a sleek brand.  Read story

Jim Koch on the Secret to Effective (and Cheap) Marketing

By Jim Koch |  Apr 1, 2007

Educating consumers is crucial if you want to keep marketing expenses in check.  Read story

Rebranded, Five Ways

By Inc Staff |  Jan 1, 2007

When the branders at Deskey said they wanted to change things, they didn't mean just a little. Tony Neary, a Deskey design director, explains what his group ...  Read story

Street Smarts: The Name Game

By Norm Brodsky |  Nov 1, 2005

Few things are less important to the success of a business than figuring out what to call it.  Read story

Emotional Branding

By Mike Hofman |  May 1, 2002

How much of your life story should you use to market your company?  Read story

Why Online Branding Matters

By Kim Brooks |  May 31, 2000

The Web was supposed to kill the need for big brands. That's not what happened.  Read story

Pick a Memorable Name for Your Business

Oct 21, 1999

Here are tips on picking a winner.  Read story

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 story

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