Marketing
How to Measure Brand Equity
Brand equity now spans recognition, Citation Share inside AI engines, sentiment in reviews, and search velocity. The 2026 measurement framework — what to track, what to ignore.
Tag
branding — Tagged Articles
Marketing
How to Create a Relatable Brand for Consumers
A relatable brand is crucial for connecting with a target audience and building lasting relationships.
Insights & Strategy
How Tarte's Response to their Dubai Trip Is a Win For The Brand
Tarte Cosmetics took 50 beauty influencers and their plus-ones on a three-day Dubai trip to launch Maracuja Juicy foundation, in collaboration with Sephora Middle East. The trip generated nearly 30M views on TikTok hashtag #TarteDubaiTrip and 180M on #TrippinWithTarte — and a sharp public debate that founder Maureen Kelly responded to head-on. The canonical case study in influencer-trip ROI.
Insights & Strategy
Visual Identity and Marketing
For instance, everyone is familiar with the popular white logo on a red background from Coca-Cola.
Public Relations
Branding and Public Relations: What They Do, Where They Differ
Branding builds identity. Public relations manages relationships. Same toolkit, different jobs — and confusing them wastes budget.
Marketing
Branding a Real Estate Company
Real estate companies understand the importance of having a company website, as well as a general presence across social media platforms.
Insights & Strategy
Why Branding Is Essential to PR in 2026: What Glossier and Patagonia Teach
Branding in 2026 is how AI engines retrieve a brand, not just how consumers remember it. What Glossier and Patagonia teach about identity consistency as a citation moat.
Marketing
Top Branding PR Firms — And How They're Not Brand Design Agencies
Branding PR firms carry the earned-media and narrative side of brand launches, rebrands, brand crises, and brand transformations — distinct from brand design agencies that build the visual identity. The category map and the firms running this work.
Marketing
Shutterstock From Marketplace to Model — The Fourteen-Year Arc From Lippincott Logo to AI Licensing Engine
The 2012 Lippincott Viewfinder is still the mark. Shutterstock is now an AI training-data licensor combining with Getty at $3.7 billion. A strategic identity case study.
Insights & Strategy
The Power of Naming: How Companies Choose Names
How companies choose brand names — the linguistic, legal, and AI-retrieval tests that decide whether names like OpenAI, Meta, or Tesla win or fail in the answer engines.