A recent Mountain Dew ad was called "arguably the most racist commercial in history" by one scholar. Controversy and PepsiCo's retraction quickly followed. Here, ideas on what the brand could have done differently.

In today’s volatile political climate, the proven pros of cause marketing can quickly turn into one big mess, as a recent misstep by Chipotle revealed.

Amid growing controversy about the safety of energy drinks, Wrigley plans to introduce a caffeinated gum. Is the market demand worth the potential branding bruise?

IKEA has made very clear choices about who they will be and to whom they will matter, and why. Can you say the same for your brand?

Apple has long been the predominant influence on standards of brand design. Here are 3 emerging trends that edge away from Apple's aesthetic and will shape the look of the best-known brands for years to come.

What every executive needs to know about getting social.

In an ever-more crowded marketplace, the opportunities co-branding offers to further market penetration are attracting more and more companies.

James Bond might be British, but his brand strategies are universal. Here are 007 tips to ensure your brand is shaken, not stirred.

If you’re not engaging your brand with your customers in the way they most like to be engaged, you’re cutting off a vital opportunity to connect and nurture relationships.

There’s nothing wrong with a brand making a big, sudden move that’s perceived as a game-changer--as long as it’s a move that’s strategic, innovative, and builds on brand perception, instead of diminishing or downgrading it.