If employees don’t understand and support your brand message, it’s doubtful anyone else will either. They have to bring the brand message to life.

The hottest and most perplexing term in branding these days is brand valuation, or how to measure the contribution a brand makes to a company’s overall performance. Branding pioneer Jim Gregory of CoreBrand tells us how.

In the world of business-to-business marketing communications, the use of symbols to connote brand attributes is a lost art.

Branding programs should put negative concerns at the top of the list of things to worry about.

If you’re not fighting your battles on the right battlefield, then you’re not doing your job as a business-to-business marketer.

Don’t miss the opportunity to create focused expectations for your brands with every ad.

Why is it that business-to-business marketing and advertising managers have such a hard time with the concept of brand image? Our consumer counterparts surely don’t.