Topic | Branding

Follow these six tips to help meet your long-term goals for a brand relaunch.

The university wanted to create one visual identity, and make sure no matter where in the system an email originated, it had a consistent look and feel.

Everyone in your company should be able to tell your brand story. Here's five tips to help them share a consistent message.

SAP is a B2B pure play, but changing buying patterns have led the company to adapt B2C marketing practices to connect with decision makers.

Restructuring processes to help sales reps find and use relevant content has helped Oracle increase customer engagement.

As Independence Day approaches, many brands are flying the red, white and blue. How does your company express patriotism with brand values?

A newly revamped web presence is helping UL create a message of trust, a core value for the 125-year-old brand.

Think a bulldozer is an analytical, emotion free purchase? Think again, says Victoria Morrissey of Caterpillar. Emotion—and risk—play a huge role in B2B.

Most presentations on brand strategy don’t typically begin with an apology, but the market position of Boeing is anything but typical.

What’s in a name? A lot. Relation Insurance strengthened its brand connection to a number of B2B verticals through a year-long renaming initiative.