Sponsorships in Marketing
Sponsorships refer to the process of a company supporting an event, organization, or individual, by providing funds, products, or resources.
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Why is User-Generated Content Important in Marketing?
Some of the most persuasive marketing today isn’t made by brands at all, it’s made by customers. Here’s why user-generated content has become so important, and how to manage its risks.
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Social Proof in Marketing
From star ratings to “X people are looking at this,” social proof can influence marketing decisions. Learn how it works and where it can go wrong.
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The Role of Product Labeling
Product labels identify, inform, persuade, and keep a company compliant, all at once. Here’s how labeling works as both a legal requirement and a marketing tool.
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What is Brand Storytelling?
Brand storytelling uses narrative, not just features, to connect with customers. Here’s how it works, with a practical example of building a brand story from scratch.
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What is the Role of a Logo?
A logo is more than a shape or wordmark. Here’s what a logo actually does for a brand, why logo changes are so risky, and what marketers need to think about.
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What is Co-Branding?
Co-branding puts two separate brands on one product or campaign. We work through why companies do it, the main types, and the risks, using Taco Bell, Doritos, and GoPro as examples.
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Difference Between a Family Brand and an Individual Brand?
A family brand represents a collection of related products or services under one overarching brand identity, while an individual brand stands alone, representing a single product or service.
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What are Private Label Brands?
Private label brands are retailer-owned products like Kirkland Signature or Good & Gather. Here’s how they work, why retailers build them, and what they mean for national brands.
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How to Build Brand Equity
Brand equity is the extra value a brand adds beyond the physical product. We look at how it’s built, how it’s measured, and what it means for marketing decisions like pricing and brand extensions.
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