Branding

Mailchimp’s branding, encapsulated by Freddie the winking monkey, is iconic. So why mess with a good thing? Because even great branding has to change with the times. The company has grown from a newsletter distribution platform to a glo...

At a time when e-commerce adoption is accelerating, it’s more important than ever to differentiate your brand from the competition. However, e-commerce has become synonymous with performance marketing, as businesses focus on consideratio...

Attention is like oxygen for brands. Those that capture it get a chance at life, while those that can’t wither and die. In the age of mass media, companies only needed to compete with one another to win attention. Ad space on TV, radio, ...

There are few philosophical stances that will influence everything about your marketing thereafter. Deciding to prioritize brand versus performance is one of those things. I call this the Law of Brand vs Performance Marketing. It states:...

Employees past and present are challenging management, saying the company’s ethical image was an illusion. Michael Preysman, a founder and the chief executive of Everlane, a fashion brand that targets the ethically minded with minimalist...