Slogans ruled in the “golden age” of advertising: “When it absolutely, positively has to be there overnight” (FedEx), “Strong enough for a man, but made for a woman” (Secret deodorant), “With a name like Smucker’s, it has to be good” (Smucker’s, of course). Given a generous number of words, slogans can make statements about a brand that connect [...]

Even well established, very successful food and beverage brands and products can begin to lose their appeal. When that happens, truly great brands and products can most often be resuscitated by a brand refresh. These four time tested approaches still work wonders if they are well planned and executed. Remind consumers why you’re a great [...]