Brands can’t tell people how to be happy, but they can create happiness
Consumers are ready for positive entertainment and uplifting escapism. In the aftermath of 9/11, we…
Browsing: Gap
H&M is one of fashion’s biggest polluters. Now its foundation is on a $100 million quest to save the planet
The world is drowning in clothes. While curbside recycling programs have existed for half a century,…
How Retailers Can Salvage Customer Loyalty
Thomas Robertson Stores that want their shoppers to keep coming back must improve their…
The Lobster Mac ‘n’ Cheese Mystery: Why Brands Mix High with Low
From a $2,000 tote made to look like an Ikea shopping bag to lobster macaroni…
Why AI means the return of contextual targeting
The slow death of the third-party cookie means that contextual targeting will become increasingly important…
How to Know When Rebranding Is Right
When a company is formed—and throughout its entire lifecycle—its brand is pivotal to success. Sometimes,…
Zara built a $20B empire on fast fashion. Now it needs to slow down
This week, the brand announced an ambitious plan to transition to sustainable fabrics and recycling.…
15 Most Drastic Logo Changes in Branding History
Most logo changes by big brands are subtle. Think Coca-Cola — since the 1880s, its…
Did a slave make your sneaker brand? Probably, yes!
Prada, Hermes, and Louis Vuitton fared poorly on a new report about forced labor. Meanwhile…
How to Find Value in Every Customer
Customers are not monolithic. There are high-value customers, low-value ones, and plenty who fall in…