Branding

Countries must initiate a different conversation

Ido Aharoni February 01, 2012

Every brand has a DNA and every place has a personality.
 

A shoe in the door for the cobbler's child

Dan Orsborn, Orsborn Partners January 27, 2012

Most successful agencies are great at communicating on behalf of their clients.
 

Corporate brands must add value to society

Robert Schooling, APCO Worldwide December 02, 2011

Why, when given the ability of companies to adapt quickly to technological change, would corporate brands be out of step?
 

America rebrands to drive tourism

November 07, 2011

The organization responsible for driving international tourism to the US has rebranded under a new name: Brand USA.
 

Interbrand names Burke global CCO

November 03, 2011

NEW YORK: Branding consultancy Interbrand has appointed Karen Burke global CCO.
 

US cities' branding initiatives represent a new PR paradigm

Desiree Peterkin Bell, City of Philadelphia November 01, 2011

The days of getting news solely from traditional media forms are past.
 

Lincoln Financial taps DePeau as CMO

September 20, 2011

RADNOR, PA: Jamie DePeau has been hired by Lincoln Financial Group as corporate CMO, where she will head up corporate communications and branding, effective immediately.
 

FD Americas embraces FTI Consulting rebrand

September 12, 2011

NEW YORK: FD, the strategic communications practice of FTI Consulting, has adopted the FTI Consulting brand in the Americas region.
 

Innovative Beverage Group taps NPG PR for drank brand

August 23, 2011

Innovative Beverage Group Holdings on Tuesday said that the Company has selected NPG PR to handle public relations for the company's proprietary product, drank.
 

Building a global or local brand...which should PR aim for?

Sandra Stahl April 29, 2011

I recently read an article, "The Lure of the Global Brand" by consultants Erich Joachimsthaler and David Aaker.
 

Volkswagen rolls out PR push for new Beetle

April 21, 2011

NEW YORK: Volkswagen plans to leverage traditional media like The Oprah Winfrey Show, the Super Bowl and MTV through a number of platforms, as part of its PR efforts to introduce the re-launched Beetle to a wider demographic.
 

First impressions will be vital for BP's new comms director

February 01, 2011

Starting a new job is tough. It's humbling at the start, but you just weather the learning curve and keep going. I am maneuvering through that process having just started as PRWeek's senior editor.
 

Brands reap the benefits of marketing-comms integration

December 01, 2010

Procter & Gamble is known for being the guardian of dozens of high-profile beauty, health, and household products, but during this year's Vancouver Winter Olympics the company chose to focus part of its marketing on overall corporate image.
 

PR needs to hire for the future, not get stuck in the past

PRWeek Editorial November 19, 2010

For a company to truly make a push in a new direction it must do more than just adopt new branding or a slogan. It must also hire the type of people who align with where the company wants to be in the future.
 

B-to-b entities add consumers to overall outreach initiatives

November 01, 2010

Though a traditional b-to-b packaging company, Sealed Air has recently invested additional resources in consumer promotion of its flagship brand Bubble Wrap.
 

Popchips expects 'big things' from affiliation with Kutcher

November 01, 2010

Keith Belling, founder and CEO of Popchips, says he wants to "put the fun back in snacking." And so does Hollywood celebrity and jokester Ashton Kutcher.
 

Starbucks adds flavor with its latest product offering

November 01, 2010

Corey duBrowa, VP of global comms; Alan Hilowitz, senior manager of global consumer PR; Michele Waits, director of US packaged coffee; Jennifer Berger, director of marketing and advertising services
 

P&G's Pritchard demonstrates PR opportunities

October 28, 2010

Marc Pritchard, global marketing and brand officer at Procter & Gamble, addressed an audience of PR pros at the Council of PR Firms' Critical Issues Forum in New York City yesterday
 

Gap shows it can learn from mistakes with logo debacle

PRWeek Editorial October 15, 2010

Gap's recent attempt to change its logo, likely to help lagging sales, was met with serious 2.0 resistance. When the company released the logo, consumers said, through Twitter, Facebook, etc, that they preferred the original blue box design, prompting the company to respond.
 

UBS launches global branding campaign in US

October 12, 2010

NEW YORK: UBS launched its global branding campaign in the US on October 12, bringing the theme of "We will not rest" to advertisements in The Wall Street Journal and Financial Times.
 

McDonald's unveils virtual farm in FarmVille

October 07, 2010

Okay, so it seemed just a matter of time until the world's most famous fast food joint, McDonald's, teamed up with the world's biggest social game developer, San Francisco-based Zynga.
 

How branding differs in b-to-b communications

Amy Epstein October 06, 2010

Branding isn't just for consumer product companies.
 

Kitties give IKEA a good feeling inside

October 01, 2010

What would you do if someone unleashed 100 cats in your house? Now what if someone unleashed 100 cats in your house and started filming a documentary with the cats' owners? Now what if your house was Ikea?
 

Brand identity must be consistent across all consumer touchpoints

September 28, 2010

This past week I had the chance to fly Virgin America for the first time and I must say that I was really impressed.
 

Goodyear drives results with 'Troops' campaign

September 24, 2010

Goodyear is the exclusive supplier of racing tires for NASCAR's top three circuits, and this year it used branding space on racing tires to benefit the nonprofit Support Our Troops (SOT)
 

The Body Shop conducts marketing agency search

September 22, 2010

NEW YORK: The Body Shop, a global, UK-based L'Oreal brand, is conducting an agency search for marketing, branding, and digital support in the US.
 

'Self' launches branding campaign

September 13, 2010

NEW YORK: 'Self' magazine launched a trade branding campaign this month, targeting the media and marketing industries.
 

Armstong to direct Lincoln Financial brand

September 13, 2010

PHILADELPHIA: Lincoln Financial Group hired Charlie Armstrong as VP of brand management.
 

Crises prompt companies to increase focus on the brand

September 01, 2010

In the wake of the corporate crises of the past 18 months, including those at Goldman Sachs, BP, and Toyota, companies are increasingly looking to corporate branding and reputation management to go beyond focusing on product PR. To accomplish this, companies are leveraging employee engage- ment, CSR, thought leadership, executive visibility, and social media to engage stakeholders on a broader corporate level.
 

Brands highlight the science to boost consumer messages

September 01, 2010

Procter & Gamble's Pantene brand recently revamped its entire portfolio to provide more customized haircare options. Its product makeup and messaging, steeped in science, marks a trend in achieving product credibility in today's health-obsessed nation on information overload.
 
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