Here we look at the steps that companies should take in developing their branding strategy. From their brand vision and brand promises to how branding will play a roll in your firm.

It places a brand in front of existing intent and attempts to win preference at the moment of consideration. What SEO can do ...

Like a software update no one agreed to install, AI has quietly and profoundly rewritten the rules of brand strategy. Zero-click search has effectively sidestepped the web, and AI-enabled systems now ...

I own a digital agency that has existed for 20 years and did branding until just two years ago. It wasn’t until we stopped doing branding that I came across a number of meaningful connections and ...

Writing the second edition of Aaker on Branding 11 years after the initial edition has led me to reflect on how branding has changed over that time span. Although... much of the fundamentals are the ...