Is it true that the more you know, the more you Kohl’s? Is taking stock in the long term Vanguarding? And will you Bing it if you’re searching for something online?

Kohl’s Department Stores, Vanguard Investments, and Microsoft are the latest marketers to try to turn a company brand or product name into a verb. It’s an old marketing strategy, but it rarely works. Here’s why.

What should you offer to generate higher response to your direct marketing campaign? Here are ideas for producing orders, generating leads, and driving retail traffic through an effective direct marketing offer.

After the list, the offer is the most important element of a direct marketing campaign. In the first part of a two-part post, here are the basics of creating a great offer for your next direct marketing campaign.

Your company’s logo is the most visible element of your brand identity. But if your logo is more than five years old – or if there’s been a significant change in your mission, core services, customer base, or marketing strategy since your logo was developed – your logo may be due for a tune-up. Here’s how to evaluate and update your company logo to support a smart branding strategy.

The state of Ohio missed an opportunity for effective branding by making a classic mistake on its new license plate design: Obscuring the name of the product. The plates were supposed to become the state’s official new design, but the recession forced officials to limit distribution — and that’s good branding news. Here’s why.