Part of the brand promise of Starbucks is that you’ll receive a customized beverage that perfectly suits your palate and your diet, no matter how complex the details or your order are.

Nike's recent strategic pivot back to brand building sends brands an important signal about the limitations of relying too ...

For Nike, it's not just the shoe's features that sell the shoe. Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires ...

The real competitive advantage lies in brand power, which has emerged as the most formidable barrier to entry over product ...

Smart packaging helps its targeted consumers feel an emotional attachment to a brand. One-third of consumer decision-making is based on packaging, according to research cited by The Paper Worker in ...