If a picture is worth a thousand words, so is a great slogan. A few well-chosen syllables can become a catchphrase for a brand and a perfect springboard to learning more about a product or company.

I need some clarity, please. We are using a cross-functional team to articulate a revised brand promise. The good news is that we are using market research to find promises that are customer-relevant, ...

But a brand and a tagline do not last for the duration due to changing tastes and marketing trends. General Motor’s Pontiac brand will join formerly revered Studebaker, Packard and Oldsmobile in the ...

The world’s largest pizza chain’s first brand refresh in 13 years touches all aspects of the company, from the boxes and staff uniforms to its logo colors and fonts, as well as adding a new jingle ...

In the 2024 election, I was amazed at the money spent on political advertising that appeared ad hoc and almost random ideas. The ads had dramatic creative but were difficult to process and had no ...

One of the first challenges I faced as an incoming chief marketing officer (CMO) was to get everyone on the same page with the positioning for our company. We had outgrown the old way of talking about ...

Six years ago, Cisco invested an estimated $100 million to support the launch of its new tagline, “The Future Starts Here.” When “The Human Network” was ushered offstage to pave way for the future, ...