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Creativity leads to competitive advantages. So how do you create the perfect conditions to encourage it?

While most young companies realize they need a brand, many overlook the basics or fail to build it when they need it most.

A successful brand is the ultimate example of co-creation, with consumers playing a fundamental role in its generation and evolution.

While competition is fierce in virtually every product category, there are still ways to stand out.

A brand strategy exercise should result in a simple brand model that unites the company and the consumer. It should be stimulating, relevant and

Brands consistently outperform businesses. They attract higher revenues, have lower costs of sale, attract the best talent...

Brand faux pas are often disguised as great ideas. Given it can set you back years, it's worth knowing a little about how to seriously screw your

Not only are your employees consumers of your brand- they are also expected to be advocates for it. Making employees brand ambassadors is critical.

This article was published by Marketing Magazine in January 2016. It's a question and answer article that offers candid insight into the dark and

How does a company re-orient its brand to embrace new markets? Consumer research helped Marilynjean.com prepare for a US launch.