Every successful business must change to serve the changing needs of its customers. As the company evolves, so must its brand. Apple, for instance, successfully rebranded itself from a struggling ...

Forbes contributors publish independent expert analyses and insights. John Hall covers entrepreneurial topics that help companies grow. Small business is having a moment. Between 2021 and 2023, a ...

Brand name constructions each offer unique ways to create strong brand identities, based on what best suits the brand’s promise and function. Differentiating a brand name is crucial for standing out ...