branding

Colonel Sanders pulled it off, and so has Steve Jobs. Yet few companies allow one individual to represent their brand. Why not? The risks are large, and, well, few CEOs are actually good at it.

A fake oil tycoon. The biggest sports event in the world. A Formula One racing team. What do they have in common? They're all part of branding initiatives by solar panel makers seeking to make their names in a fast-growing industry.

Tesla Motors has plenty of skeptics. But make no mistake: Its sleek sports car has fired up the imagination of Silicon Valley's wealthy trend-setters. This excitement bodes very well for Elon Musk's auto start-up.

Vudu. JooJoo. Boorah. It almost seems as if companies randomly pick names out of a hat. But you would be surprised at how much actual thought (and money) goes into the process of dubbing a tobacco maker 'Altria' or an instant coffee 'Via.'

In a move that could start the drive to rehabilitate his flailing brand, Tiger Woods has announced plans to return to golf next month at the Masters Tournament. Will he be able to hit his brand out of the rough?

With a logo that's extraordinarily reminiscent of the Swoosh, a focus on basketball shoes and huge deals with big-name NBA stars, sneaker maker Li Ning is starting its battle for America's feet in Nike's own backyard: Portland, Oregon.

You know an actress has a killer brand when clothing and spirits and athletic retailers alike can visualize her lighting up their next ad campaign. Such is the image Scarlett Johansson has carved out for herself. She's managed, somehow, to become one of the world's biggest bombshells without...

On Monday, The Washington Post reported on the opening of the flagship Barbie store in Shanghai, China. Targeted at adults as well as children, the six-story, 35,000 square foot store includes a spa and gourmet restaurant, and sells high-end chocolates and women's clothing. One irony lies in the...

These days, it's all about "branding yourself." Like Paris Hilton, Brangelina, or any American Idol contestant, you've got to come up with a new, fresh exciting way to stand out from the crowd.I don't know about you, but I find it somewhat annoying to be told that I have to turn myself into a brand...

For clothing company J. Crew, Christmas came early this year. When Michelle Obama, wife of then candidate Barack Obama, sat down with Jay Leno October 27th, she wore a cute, mustard-colored outfit that suited her figure and looked good with her skin tone. One can only imagine that by this point in...