If a picture is worth a thousand words, so is a great slogan.

Traditional auto brands are launching e-cars left and right, but they’re cannibalizing their own sales more than they’re taking a bite out of Tesla.  

Having done all the work to create a sale, the next question is: What is that customer’s experience like? Is it different? Is it remarkable? Does it reflect what makes your brand unique?

Recently, GM announced a new direction for their brand with a redesigned logo and revamped brand message. 

You probably know that Jet Ski, Styrofoam and Xerox are all registered trademarks. Yet, they have become synonymous with the entire category of products in which they compete. 

brands are seeking to stay true to their long-term strategy. It’s a stress test for most brands and will likely reveal the level of their resilience. Here are some brands that are getting it right. 

David Taylor, president of Lancaster-based Taylor Brand Group, shares 5 tips he has for your organization for what you have to do to protect and sustain your brand now.

What’s does your brand smell like? The scent of a brand may not be something that readily comes to mind, but it’s far more prevalent than most of us perceive. 

I sometimes hear the argument that certain kinds of products can’t be branded—they are commodities, highly-priced competitive and no different from one to the other.

Here’s a quick look at brands that will be growing, shrinking, or maybe just disappearing in the coming year.

When GEICO introduced the gecko mascot with a British accent in 1999, they fired off the first jokes of what has become an all-out battle to build insurance brand preference using humor as a main ingredient.

Five years ago CVS changed the drug store landscape. They announced they would no longer sell tobacco products in their pharmacy stores and that they were changing their corporate name to CVS Health as part of a “broader healthcare commitment.” In essence, they created a new category of business and challenged their competitors to follow. ...