Branding

Branding topicsFrom differentiation and positioning, to identity and perception research, the AMA offers an abundance of information, expert insights and educational opportunities on all things related to developing, managing and promoting a successful brand.

Below you'll find links to the latest branding-focused AMA events; magazine and journal articles; podcasts, webcasts and more.

Also, check out the tools and templates the AMA has available​ to help you develop a market research project that will deliver accurate and relevant results.  ​​​​​

A product or service may be innovative for a couple months or even years, but eventually it will be copied … What distinguishes a brand beyond its innovation is service …
Authors: Kevin Kelly Date: 9/20/2018  

Creative teams spend as much time on edits and revisions as they do designing and developing their creative projects … There’s a better way for creative teams to collaborate, using the …
Authors: Linda Zid Date: 9/20/2018  

By: Larisa Ertekin, Alina Sorescu, and Mark B. Houston … More than 3,000 trademark infringement lawsuits are filed each year in U.S., with litigation that advances to trial costing …
Authors: Larisa Ertekin, Alina Sorescu, and Mark B. Houston Date: 9/19/2018  

By: Ashlee Humphreys & Gregory S. Carpenter … Status can play a critical role in creating an advantage over competitors … New research suggests companies can harnass status and grow …
Authors: Ashlee Humphreys & Gregory S. Carpenter Date: 9/19/2018  

Ben & Jerry’s is in 35 countries both with its products and its social and environmental missions … The company’s values are a major part of its brand, meaning consumers often get more …
Authors: Sarah Steimer Date: 9/11/2018  

It’s essential to lay a strong foundation for a successful brand launch, which means proper research, planning, and strategizing … To launch a new brand or product, or a brand refresh …
Authors: Alexander Jacobs, NeigerDesign Date: 9/11/2018  

Business leaders should begin to treat artificial intelligence as a fundamental element to their customer experience … AI can help brands proactively provide solutions, deliver more …
Authors: Amanda Walgrove, Contributor, Sprinklr Date: 8/31/2018  

Nonprofits face a lot of challenges, but we see positive signs of growth … Online giving is up. Email programs continue to produce results with some tune ups needed to ensure future …
Authors: Kathryn Hall, Blackbaud Date: 8/31/2018  

Hit Makers: The Science of Popularity in an Age of Distraction by Derek Thompson … Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services by Elie Ofek …
Authors: 2017 Awards Date: 8/30/2018  

As digital technologies continue to advance, everything analog is making a comeback … With the advent of voice search, brands will once again need people to remember them by name …
Authors: J. Walker Smith Date: 8/21/2018  

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.