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Jim Cole / AP Don't Underestimate Bernie's Brand
Sanders displays the classic strengths of new entrants taking on dominant players—and the world of marketing sheds light on his path to success.
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What's in a 品牌? How to Name a Company in a Global Economy
Every parent and company knows that it's not easy to find the right name. But what about when your business goes abroad? That which we call Coca-Cola does not, by any other language, sound as sweet.
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Why Funny TV Commercials Work
Advertising is about attracting, holding, and focusing attention. And nothing gets our attention like a funny TV spot. But funny is a double-edged sword.
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Why Good Advertising Works (Even When You Think It Doesn't)
Many people don't think advertising influences them. The marketing industry disagrees strongly. One side has to be wrong.
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The Science of Slogans: The Best and Worst Ad Campaigns of All Time
"Good to the last drop." "Breakfast of champions." Some slogans last forever. Others don't last a year. How come?
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The Secret to Apple's Marketing Genius (Hint: It's Not Marketing)
"Less is better" is a marketing ethos, but it begins with technology that requires less fuss and better experience
