Branding

How to Own and Protect Your Brand

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Worried about another business unwittingly or unscrupulously using your name or identify? What you need to know about claiming and defending trademarks

7 of the Best Marketing Lessons From 2016

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Feelings trumped facts, and even the most innocuous brands found themselves dragged into public conversations they never intended, or wanted, to be part of

What You Can Learn About Business From Santa

Santa claus receiving gifts from presents production line in factory

His supply chain strategy and brand equity are near-unbelievable. Four strategies you should copy from the world's jolliest entrepreneur

Lessons in Taking Over Family Businesses from Cara’s Bill Gregson

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The turnaround-specialist CEO of the company behind Swiss Chalet, Harvey's and other Canadian staples explains what he's learned working as a hired gun for founding families

Proof That Nostalgia Really Sells

Eric Rego stitches L.L. Bean boots in the company's Brunswick, Maine facility. Photo: Pat Wellenbach/AP Photo/CP

Bootmaker L.L. Bean is ramping up production to meet demand as retro becomes the new consumer must-have

Why You Should Brand Like the Big Guys and How to Do It

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Build the Perfect Small Business: A product—however amazing—isn't enough. You also need to make people feel the right way about your business

Ask a Millennial: Can You Do Our Social Media?

Photo: Roberto Caruso

Our Senior Millennial Correspondent Anna Fitzpatrick on why your young employees aren’t necessarily the hashtag masters you might assume

4 Tips for Successful Influencer Marketing

PROFIT Business Cast

How Flow Water landed Blue Jays slugger and NL MVP Josh Donaldson, and what you can learn from the beverage startup's success

Why a Coffee Company is Getting Into the Content Business

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Riding the "experiential" retail trend, Starbucks is looking to tell stories via text, video and podcasts

Could You Be the Face of Your Brand?

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Walmart's recent ad featuring Doug McMillon shows how companies can use a CEO-as-star strategy to reach their audience