When most people hear the word “authentic”, they think of honesty – something genuine and real. And while honesty ...
In our emotionally driven marketplace, consumers respond to brand cultures that are committed to contributing to society...
Companies all over the globe are linking their brands to philanthropy. In the old economy, the corporate mission focused...
The cost of brand failure is high, often to the tune of millions—even billions—of dollars. Brands can fail for many reas...
In today’s marketplace, me-tooism is the predominant competitive force. Sad but true. Most companies imitate, in h...