#branding

#branding

When we started Angie's List in Columbus, Ohio, in 1995, it was called Columbus Neighbors. I was the only employee, and I was the one who answered the phones and went door-to-door signing up contractors to join.

David Herrera registered the brand name Pedro Piscal with a Chilean commercial regulator in 2023 and began selling his pisco in off-licences and restaurants. Herrera stated, 'We tried a few names and Pedro Piscal stuck.'

FIFA's clear expectation that its own partners are given sole exposure in and around World Cup stadiums means many venues will operate under generic, unsponsored names during the tournament. This practice is standard for World Cups, affecting the branding of iconic stadiums like Mercedes-Benz Stadium in Atlanta.

Frieda's Branded Produce took off, and fresh produce changed forever. Caplan's early decision to go against the grain laid the foundation of non-negotiables that still guide how Frieda's operates.

Denton's first rule: "Make it different, but relevant." The more unusual your swag is, the more likely people will remember it, want it, and share it online.

Chick-fil-A's unique customer service approach includes training employees to respond with 'my pleasure' instead of 'you're welcome.' This practice originated from founder S. Truett Cathy, who was inspired by a Ritz Carlton employee's response.

"The superbloom concept became a framework for this design language, providing a vibrant color scheme as well as the visual form of flower petals to guide the graphic treatment."

The reality is more nuanced. And unfortunately, when it comes to how brands categorize and engage different generations, nuance is not generally welcome. That disconnect has led to some pretty tone-deaf brand moments.

Last year, the Super Bowl emanated from the eye of the vibe shift. Donald Trump had just scored his first popular-vote victory, remaking American consensus, and brands far and wide scrambled to meet the tastes of a newly MAGAfied polity. In practice, that mostly resulted in a revival of obnoxious early 2000s machismo-girls in bikinis, Shane Gillis, dewy-eyed tributes to the heartland, and so on. It was a bleak enterprise.

Just in time to create a new Super Bowl ad, Crypto.com founder Kris Marszalek has made the priciest domain purchase in history, buying AI.com for $70 million, according to the Financial Times. The deal, paid entirely in cryptocurrency to an unknown seller, shatters previous records. (Broker Larry Fischer, who facilitated the sale, is presumably celebrating his good fortune.)

Fandango, the leading digital network for moviegoers, is expanding its focus in Latin America, a fast-growing market for theatrical films. The company announced today (March 27) at CinemaCon, the annual convention for theater owners, that it is rolling out a new global brand strategy that includes the launch of new ticketing destinations at its subsidiaries Ingresso.com in Brazil and Fandango Latin America (formerly Cinepapaya), as well as seven key countries in Spanish-speaking Latin America: Peru; Colombia; Argentina; Mexico; Chile; Ecuador and Bolivia.

If you're based in London, you've probably walked past one of Sean Thomas' meticulously hand-painted designs. Whether that was grabbing a sandwich at Dom's Subs, dining in at Forza Win (an Italian restaurant in Peckham that the designer has shaped the visual identity of over the last three years), or picking up a copy of Hoxton Mini Press' new book on Britain's best bakeries at your local bookshop.

Strategy and creativity are celebrated in equal measures at The Drum Awards. Across the board, there are plenty of examples of fantastic and innovative work produced by agencies, brands and individuals each year. But what makes a winner? How do you shout from the rooftops that your campaigns are brilliant? At The Drum, there are 22 awards that celebrate the finest work produced globally. Following are seven examples of the best of the best of The Drum Awards 2017 winners.

Every minuscule detail of the logo was meticulously planned and tweaked. From the exact shade of blue to the balance between the bird, baseball, and maple leaf, the design feels intentional in a way few expansion teams manage to pull off. The pleasant colour scheme paired with a slightly cartoonish blue jay gave the logo warmth and approachability, without sacrificing legitimacy or seriousness.

As UK businesses enter 2026, many small and medium-sized enterprises are taking time to review the systems that support their day-to-day operations. Staffing, compliance, budgeting and customer experience are often top of the agenda, particularly for companies operating in competitive or regulated sectors. One area that is frequently overlooked, however, is workwear. Despite being a daily necessity for many teams, workwear is rarely treated as a strategic consideration. Yet the right work uniform can directly influence professionalism, safety, staff confidence and onboarding speed.

Imagine a scenario where you've developed some ingenious new widget that costs millions of dollars to design, produce and bring to market. You could have quit numerous times. You probably wanted to, because there's a new season of The Traitors and you have to catch up. But you never surrendered. You persevered, and your brilliant invention is ready for the world. All you have to do now is convince a society besieged by a nonstop cavalcade of crises to care.

Crocs unveiled its first new global brand platform in nearly a decade to better appeal to a younger generation of consumers, according to a press release. "Wonderfully Unordinary" centers on self-expression and real-world experiences in a culture "saturated in imitation and algorithmic sameness," Crocs said. The titular anthem spot depicts a pair of featureless store mannequins as they come alive and grow increasingly human after being outfitted in Crocs' signature porous clogs.

A few weeks ago, a notice quietly appeared on the Scottish Register of Tartans authorising a train company to commission its very own tartan design - the corporate equivalent of being knighted, but in wool. The company in question is low-cost train operator Lumo, which can now officially claim to be the proud owner of an officially official tartan. The design was first shown off last month when Lumo launched its Glasgow-London services,

At SXSW, everything is exclusive or badge-only and you always need to be on a list or checked-in. Our bus is a very open, communal space. We're really about being open and having a conversation around our audience and that is the brand you see on the channel and you see in our marketing. We're having a conversation with our audience and we want them to feel like they are a part of us, there's are no rules in this space.