Core values are the equivalent of the rules of a sport: It would not be a sport if there were no rules. Atlassian has had the same five core values since Scott Farquhar discovered them three years ...

When leaders clearly define their leadership brand, they provide their teams with clear expectations, shared purpose and a ...

In the growing world of misinformation and declining B2C trust, companies must remain vigilant to ensure the messaging their brand is communicating internally and externally is exceeding the core ...

When I ran into a former client at the grocery store, and asked him how things were going, I expected some polite small talk. Instead, what he said blew my mind. The guy (let’s call him Jim) was an ...

When economic or technological uncertainty looms, the first instinct for many businesses is to retreat. The marketing budget is often the first casualty, slashed in the name of caution. But in a ...

Defining and embodying core brand values is the cornerstone of building a distinctive and positive corporate identity. A consistent brand voice that resonates with your target demographics is ...

Allen Adamson, managing director of the New York office of Landor Associates, writes that it's no secret that consumers will demand value and honesty from their brands and will publicly flail those ...

Revitalizing a brand is as much a science as an art. It requires retaining and enhancing valuable equities, sharpening differentiation, and refocusing positioning prompts prior to, and as a result of, ...