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Branding

The strategy behind sonic logos, like Netflix’s startup chime

by Kai Ryssdal and Maria Hollenhorst
Jan 3, 2022
Sound has a "powerful ability to prime your brain for what's coming,” said Dallas Taylor, host of a podcast about sound.
Brief sounds like Netflix’s startup chime can be powerful branding tools, said podcast host and sound designer Dallas Taylor. The design of that sound involved a ring finger hitting a cabinet and a reversed guitar track.
Mario Tama via Getty Images
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Dollar Tree raises prices

by Kristin Schwab
Sep 30, 2021
A look at what happens when inflation and supply chain problems outrun your business model.
A Dollar Tree store is seen in 2014 in Miami, Florida.
Joe Raedle/Getty Images
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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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