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In the eye of the beer holder

In the eye of the beer holder

What is your definition of a “craft” beer — one that’s made by a tiny company or one that is new and different? Small brewers and global brewers have differing definitions as “craft” becomes mainstream. Of course it was only a matter of time before the big boys of...
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...
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...