Jim Koch on the Secret to Effective (and Cheap) Marketing
Educating consumers is crucial if you want to keep marketing expenses in check. Read more
Defining Your Brand
Recent Defining Your Brand Articles
Making Marketing Sticky 
Ever wonder why some slogans stick, and others fall flat? Executive editor Mike Hofman explains how to craft a winning marketing message. Watch video
Rebranded, Five Ways
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 more
Bootstrapping 101: Brand It Creatively
In launching Madsoul, an urban streetwear label, in 2000, Marc D'Amelio raised guerrilla marketing to an art form. Read more
The Name Game
Few things are less important to the success of a business than figuring out what to call it. Read more
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. Read more
Emotional Branding
How much of your life story should you use to market your company? Read more
Why Online Branding Matters
In some respects, branding is an old-fashioned concept. It hearkens back to the old days of advertising blitzes and the war between Coca Cola and Pepsi. B... Read more
Pick a Memorable Name for Your Business
Start by assuming you will want to market your products or services under the business name you choose. This will make your name a trademark. Assume, too,... Read more
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. Pl... Read more
The Diva of Retail
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
Go Glossy: How to Create a Beautiful Branding Tool on a Budget
Custom publishing, once considered the marketing wave of the future, has not lived up to its early promise. The problem is often the heavy cost of produci... Read more
