Could Aligning with a Star Help Your Brand?
Celebrity brands are on the rise. Here’s what to know before you pursue a famous business partner.
Researchers: Paul Earle Jr.
August 1, 2023
Podcast: What Should You Name Your Brand?
In episode 2 of our 5-episode series, “Insight Unpacked: Extraordinary Brands and How to Build Them,” we dig into the importance of finding the right name for your brand. With apologies to Shakespeare, a rose by any other name wouldn’t smell as sweet.
Researchers: Timothy Calkins and Paul Earle Jr.
August 22, 2022
Podcast: Introducing Insight Unpacked, Season 1
Extraordinary Brands and How to Build Them
Researchers: Bobby J. Calder, Timothy Calkins, Jennifer Cutler, Paul Earle Jr., Julie Hennessy, Jim Lecinski, Mohanbir S. Sawhney and Alice M. Tybout
August 4, 2022
In 2021, Consumers Are Craving Products That Deliver Novelty and Fun
After a year of buying boring staples in bulk, everything is about to change—and brands need to be ready to innovate.
Researchers: Paul Earle Jr.
February 2, 2021
How to Create a Brand Name That Works
Tide. Peloton. I Can’t Believe It’s Not Butter. The best names share four traits, according to an excerpt from Kellogg on Branding in a Hyperconnected World.
Researchers: Paul Earle Jr.
June 3, 2019
Tips for Established Companies to Keep Innovating
Intrapreneurship requires you to “think like a disruptor.”
Researchers: Paul Earle Jr.
November 8, 2017
