Core values are the equivalent of the rules of a sport: It would not be a sport if there were no rules. Atlassian has had the same five core values since Scott Farquhar discovered them three years ...

NEW YORK — Brand values have experienced significant transformation in recent years. Diversity, equity and inclusion initiatives from marketers that were once a priority have moved to the back burner, ...

Mention branding and many non-marketers immediately think about the company’s logo—but branding extends further. Branding involves every interaction your customers have with your company. Your ...

Most major marketing shifts don’t announce themselves with a press release; they strike with a shock that scatters the chessboard. For the era of brand activism, that moment came in March 2022, when ...

Here’s how to create a concise explanation of your company’s objectives that helps develop a roadmap to achieve them. A mission statement serves as a clear and concise articulation of the company’s ...

Consistency, not constant reinvention, is the secret to lasting success. Here’s how five enduring values have fueled my company’s growth for nearly 20 years. Personal connection and being present in ...

I didn’t set out to found a tech company, much less a brand that would redefine the standard for outdoor cellular cameras. Tactacam started with a simple passion for capturing and sharing outdoor ...

“If your brand went away tomorrow, would anybody care?” It’s a scarily relevant question that many retailers are likely asking themselves in the wake of recent high-profile closures. It’s also not a ...

Trends that once took years to establish are now emerging and vanishing within weeks, propelled by viral social media algorithms and swift shifts in online culture. For brands seeking sustainable ...