Menu
It’s the little things

It’s the little things

In an age when credibility can be bought, brands need to find ways to be authentic and cultivate real credibility from the top down. According to Forbes, brands are facing a credibility crisis. Too much misinformation and too many alternative facts are being...
Reasons Why a Marketing Audit Makes Sense

Reasons Why a Marketing Audit Makes Sense

Most companies start the new year with a fresh marketing budget, earmarked for new projects or to continue existing ones. Before we get too far into 2019, we have a recommendation: if you didn’t do it as part of your budgeting exercise in the fall, audit your...
Mansize rebranding

Mansize rebranding

Sixty years later, Kleenex has found it needs to rebrand. Since 1956, Kleenex has produced and marketed a line of larger tissues for men. However, in a time when gender and gender equality are at the forefront of news, social media discussions and legislature, the...
Lifeline

Lifeline

We’ve seen companies rebrand to overcome negative perceptions or a tainted reputation. But there are a couple other reasons a company might rebrand. Rebranding can occur to address changes to a business model or offerings. Dunkin’ Donuts, named for its key product...
Cult-level loyalty

Cult-level loyalty

A cult often refers to a group of people who are devoted to a charismatic leader or to a common goal. But cults can also refer to social groups defined by their complete veneration of an object or product. Apple has developed a loyal following of true believers who...