Branding

The writers' group PEN is well known for its core mission: Supporting free speech around the world. Its members include Nobel and Pulitzer prize winners. But it needs to expand, as the traditional publishing world shrinks.

Packaged food makers are giving new meaning to thinking outside the box. Everyone from Campbell's to Cadbury is ditching cans, bottles, cups and containers and getting in on the pouch parade.

The racing series looks to broaden its appeal to a younger and more diverse audience.

Losing market share, Campbell has launched a new 'Go Soup' line aimed at millennials. The marketing campaign missed the mark -- but got people talking.

The company that was founded by a former football player and is known for its hard-core, performance sportswear is testing a new branding strategy geared towards women.

The spinach-chomping sailor loses his contract as a fast-food pitchman.

The U.S. Anti-Doping Agency has released a report on alleged doping by retired cyclist and cancer survivor Lance Armstrong. But support for Armstrong's charitable organization Livestrong may be immune.

The Republican National Convention has wrapped up in Tampa, Florida, after last night’s big speech by Mitt Romney. And perhaps more than anything else, the week was an attempt by the GOP to shape its own brand and message on its own terms. So how’d they do? For answers, let’s bring in Don Goldberg. He’s […]