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Branding

The color of the year is a "corporate" shade

by Amy Scott
Dec 26, 2019
Pantone has given its color of the year, "Classic Blue," its own soundtrack, tea and gin cocktail.
Pantone's Color of the Year for 2020 is classic blue.
Courtesy of Pantone
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What $130 billion company Salesforce actually does

by Andie Corban and Kai Ryssdal
Sep 10, 2019
Megan Graham wrote about Salesforce's attempt to clarify its work for CNBC.
One Salesforce ad shows how the company can help an online shoe retailer make a sale through data it has on customer tastes. Above, shoe fashion in 1960.
Hulton Archive/Getty Images
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How Taylor Swift became "too big to fail"

by Andie Corban and Kai Ryssdal
Sep 3, 2019
The Ringer's Kate Knibbs explains how the singer's successful branding has helped her become an institution in American music.
Taylor Swift at the 2019 Video Music Awards.
Johannes Eisele/Getty Images
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Will Harley-Davidson's electric motorcycle expand the brand's appeal?

by Jack Stewart
Jul 23, 2019
Harley's new LiveWire will go up to 146 miles on a charge, but cost almost $30,000.
Harley-Davidson's new LiveWire all-electric motorcycle.
Harley-Davidson
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The legal pitfalls of making “Liquid Aloha” outside Hawaii

by Ryan Finnerty
Jul 8, 2019
Expanding the production of regionally themed beers has opened some breweries up to accusations they misled consumers about beers' origins.
Kona Brewing Company's Big Wave Golden Ale seen on the North Shore of Oahu. Following the June settlement, Kona will include brewing location on its cardboard packaging.
Ryan Finnerty
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How Amazon’s logos reflect its evolution

by Janet Nguyen
Jul 5, 2019
The company is currently known for its signature orange smiley face. But it had some growing pains when it came to branding.
A view of Amazon's current logo.
Philippe Huguen/AFP/Getty Images
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The rapid rise of rock climbing

by Kai Ryssdal and Liz Sanchez
May 9, 2019
How rock climbing has changed since landing a spot in the 2020 Olympics.
Akiyo Noguchi of Japan competes during a climbing competition in Wroclaw, Poland in 2017.
Matthias Hangst/Bongarts/Getty Images
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What's in a font?

by Ashley Milne-Tyte
Apr 17, 2019
Lately, a lot of brands are embracing a minimalist look.
Lately, a lot of brands are embracing a minimalist look.
CactuSoup/iStock/Getty Images Plus
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What's in a name change for Dunkin' Donuts?

by Mitchell Hartman
Sep 26, 2018
Don't worry, you can still pick up a glazed donut with your morning coffee.
A sign for a Dunkin' Donuts store is viewed on August 26, 2013 in New York City.
Spencer Platt/Getty Images
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A battle for World Cup supremacy happens off the pitch

by Andy Uhler
Jun 14, 2018
Every four years, the soccer tournament turns into an epic branding battle between Nike and Adidas.
MLADEN ANTONOV/AFP/Getty Images
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