Branding is one of the top concerns of CEOs and CMOs, and smart firms are investing as much as ever on branding initiatives — even online. For instance, back in August, eMarketer reported that in the digital area alone, U.S. advertisers will spend approximately “$17.46 billion on branding, or 41.6% of total digital spend. By 2017, [the online] branding spend is expected...

Over the past five years, marketing has transformed from a primarily creative process into an increasingly data-driven discipline with strong technological...

There’s a prevalent myth that I’ve encountered repeatedly in my years advising companies with intentions of going global — that it’s a massive project, one that takes extensive advance planning, and one that only the largest companies can pull off successfully. This conclusion is understandable. After all, it’s hard enough to build a business...

Consider the straitjacket. It was invented in the early 18th century in France as a way to stop people with mental disorders from hurting themselves....

By Carlo Pandian Reputation is everything is everything in business, and nowhere is this more true than online.  While online retail is one of the few growing segments in the economy (local, national or global), building trust and maintaining it is a hard task for start-ups and established businesses alike. Brand is not always enough to convince customers that they can...

If you’re an entrepreneur, you know that things rarely go as planned. Many don’t survive the “Valley of Death” stage, when start-ups scramble for funding, resources, and customers, while still trying to get traction for their business idea. And yet some entrepreneurs hit it big and transform a business idea into a big brand. What do they do differently?...

So you’ve got your brand on social media. You have a Facebook page and Twitter account. Maybe a Pinterest board. But now what? There has to be more to social media than posting coupons and running sweepstakes. How do you drive real customer engagement? The answer may come not from Silicon Valley or Madison Avenue, but from places like the Trobriand Islands and the...