The role of brand marketing has remained consistent for decades: to increase awareness and appeal for a product, and encourage consumer adoption and purchases. But today, the consumer has ...

In the realm of 21st-century digital communication, social media reigns supreme. Among its royalty, Instagram emerges as an influential platform for both individuals and businesses. The heartbeat of ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. What comes to your mind when you hear of Red Bull, Nike or Tim Hortons? Don’t these names ...

Researchers from University of Oklahoma and University of Illinois at Chicago published a new paper in the Journal of Marketing that introduces a digital approach to analyzing audiences’ interests ...

Creating experiences that meet customers' cognitive and emotional needs can inspire a sense of belonging and understanding and strengthen brand connection. A 2015 Harvard Business Review report showed ...

This content is produced by a member of The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business. For many brands targeting ...

With high-impact video-in-print products, Video Plus Print creates deeper brand connections in a digital-first world.

Driving trust. Building customer relationships starts with establishing trust through personalized, consistent value at every touchpoint. Long-term loyalty. Authentic connections at every stage of the ...

It’s unclear as to the effect this will have on codifying awkward British social protocol. What it does tell us is that we’ve hit peak estrangement from each other. But the same time, we at KGA have ...

When you hear the word “audience,” chances are you think of the people who pay to see a musician in concert or the latest movie in theaters. But when building a brand (and products or services) that ...

For communicators, we have certainly muddied things in our industry. Is there anything more misunderstood than … fill in the blank: Websites? SEO? Brand? Basic, vanilla brand. Only it’s not. Not basic ...

Cannabis consumption has risen dramatically over the past year, and a noticeable number of companies are adopting a more intentional approach to building brand connections. In the early days of the ...