Rob Frankel, a branding expert and author, believes the goal of branding isn't just to make customers consider doing business with your company; rather, it makes them want to do business only with ...

Symbols, emblems, icons — whatever you choose to call them, they’re the unsung heroes of the branding world. Take a moment to think about it. Some brands are instantly recognizable by just a simple ...

Bad businesses often have good design, and the reputation of a company at a particular moment can eclipse even the strongest of graphic concepts. “If you ask someone, what’s a really good logo, ...

Forbes contributors publish independent expert analyses and insights. The Super Bowl represents a completely unique property for today’s advertisers. In an era of fragmented media characterized by ...

If you need proof that customers have strong feelings about the simplest visual branding symbols, let Exhibit A be a solid blue box behind three white letters. When retail apparel giant Gap decided to ...