Measuring awareness, consideration, conversion, and loyalty reveals how brand marketing drives real business outcomes.

Expertise and opinions of authors published by ForbesBooks. Imprint operated under license. What inspires us to buy a particular product over its competitors? Is it trust in the product itself? Or is ...

The concept involves a company trying to parlay feel-good associations with one of its products into a positive reputation ...

That’s a familiar phrase in brand marketing. To understand what’s to come, it’s useful to look at what gets awarded—and what doesn’t—at the Cannes Lions Festival of Creativity. Based on what we saw ...

Because cannabis is still federally illegal, traditional media buying for weed brands comes with a great deal of restrictions and limitations, even with Twitter’s slightly more lenient, updated ...

Premium strawberry-maker Oishii and wellness brand Apothékary joined forces to develop Apothékary x Oishii Rosé Tinted Glasses tincture, a Japanese-inspired, mood-boosting tincture rooted in their ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Fast Company Executive ...

AI models weigh credibility heavily. Mentions in respected media outlets, research publications or industry databases reinfo ...

Not often will a product with such a simple purpose resonate so much with consumers and attract such a loyal following. And even less likely is that product to come from a brand that’s over 100 years ...