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Your brand’s social or political action is likely to catch the attention of the audiences that care about you the most—and those who don’t. Are you prepared to respond quickly and responsibly if questions come up?
Brands can rebound after a crisis if they are true and authentic to their identity during that crisis. What will happen to Donald Trump’s brand after his presidential campaign ends?
Legacy brands face a unique challenge in maintaining relevancy in the digital age. Here is how one such company met and overcame that challenge.
How can consumers navigate a world of message chaos, divided attention, and constant choices with so little time? Emotions help make that choice.
Both clients and practitioners believe in the axiom of emotional resonance. But do we examine the precise reason why emotional connectivity matters so much?
Brands are the promise that companies make with their stakeholders. A brand must be tended to regularly like a garden if it is going to stay fresh.
Rebranding takes money and preparation, but the rewards can pay back in dividends. Here are some important points to keep in mind before starting the process.
You have to be ready to design a brand that conveys your reputation accurately and compellingly. Reputation comes first, logos come later.