Mild misspellings from combining two real words, such as SoftSoap, were perceived just as positively as correctly spelled names. When consumers saw different levels of misspellings—consider the brand ...

Packaging often stands as the first physical point of contact between a brand and its audience. While often overlooked or treated as an afterthought, package design reflects a brand’s attention ...

The Power Of Your Digital Address Your domain name is often the first point of contact between your business and potential customers. It's not merely a web address; it's your brand's online identity.

Cracker Barrel misread its own customer base — and our culturally sensitive times — in revamping its image, experts say.