Why We Need New Logos

When a logo changes, it can signal the evolution of a brand for companies and government agencies that range from MasterCard to NASA.

How March Madness Generates Gender Bias

March Madness is a brand. As a trademarked phrase, it represents more than a tournament. It is a massive moneymaker that creates excitement, rivalries, and riveted viewership. It also represents NCAA gender inequality. NCAA Gender Inequality At this year’s tournament,…

How to Develop a New Apple

Like iPhones and iPads, Cosmic Crisp apples were developed and tested and patented by scientists during many years of research.

The Problem With Vegan Names

With plant-based foods growing like weeds, we have to decide if their vegan names should reflect the foods that they resemble.

Why the Name of a Country Is Its Brand

Like corporations, countries engage in branding when they change their name or try to influence what the world thinks about them and their products.

Why It’s Not Easy to Design a New Animals Crackers Box

When Nabisco realized that it was time to change their Animals Crackers box, they had to recognize new sentiment while retaining an old brand.

The First Aspirational Shopper

As the early 20th century interior decorator who rejected Victorian design, Elsie de Wolfe also created the first group of aspirational shoppers.

How Were Strawberry Fields Forever Changed?

During most of the 20th century, strawberries were strawberries. Sold in similar containers, they had no individual identity. But then the Selva strawberry arrived. Deep red, with a high yield and a long shelf life, it had little taste and a woody…