Your brand isn’t built by what you say but by what you do, repeatedly. In a world where customers have endless options and ...

Your brand promise is the foundation of your business. If you don’t stand for something specific and consistent, you risk standing for nothing—leaving both your customers and your team without clarity ...

Walking down the toothpaste aisle, I discovered the many options to make your teeth whiter, breath fresher, and smile ...

Many hospitals and health systems have renamed or rebranded themselves this year. In fact, more than 100 hospitals or health systems changed names in 2013, according to Andrea Simon, PhD, president of ...

“A brand is a promise. A great brand is a promise kept,” Walter Landor, the founder of the eponymous global brand consultancy, once said. The idea that “a brand is made in the mind,” not in a factory, ...

Forbes contributors publish independent expert analyses and insights. William Arruda covers personal branding, leadership, and careers. Your personal brand is your unique promise of value (UPV). Your ...

A recent Gallup survey found that most companies are failing to make good on their agreements. Only half of the almost 18 million customers Gallup surveyed strongly believe that the companies they do ...

Marketing is often treated as the art of visibility—the act of making noise. But great brands aren’t built by noise—they’re built by intention. Many organizations see branding as a discretionary spend ...