branding

Banks, Insurance & Financial Services Mastercard Launches Sonic Identity To Immerse Consumers In Its Brand

Mastercard designed a signature sound that plays when customers use its services across various platforms, further defining its digital identity and joining the growing sonic space as voice technology continues to expand

Advertising How This Brand Strategist Leverages Her Background To Blur The Lines Between Creative And Strategic Thinking

In the final installment of this year's series celebrating success stories from SVA's Masters In Branding program, PSFK speaks to Surabhi Rathi about how the experience shaped her future opportunities 

Brand Activation & Immersion Interview: How A Hemp Beverage Co Builds Its Brand Around A Solution, Not Ingredients

PSFK speaks to Benjamin Witte, founder of hemp-infused drink brand Recess, about his approach to functional beverage, focusing on the solutions that consumers want—relaxation, productivity, creativity—rather than CBD hype

Fashion & Apparel How Understanding The Power Of Marketing Helped This Brand Strategist Deliver Success

SVA's year-long Masters in Branding program helps strategists and creatives like Phillip Lauria hone their skills while building new understanding of the industry

Retail How An Education In Branding Helps One SVA Grad Identify New Opportunities For Clients

Cheryl Johnson tells PSFK about her experience in SVA's Masters In Branding Program and how it informs her career in brand strategy and business development

Packaging & Product Engagement How One Brand Strategist Combines Research And Creative Intuition For Effective Brand Storytelling

For SVA Masters In Branding grad Jenna Halbert, building brand strategies at Reddit is a natural extension of her background in marketing and design

Merchandising & Curation Luxury Goods Marketplace Lets Consumers Buy Discounted Merch Directly From Manufacturers

Taking an innovative approach to increasing the accessibility and affordability of luxury retail, Italic is an online marketplace that lets consumers purchase handbags, eyewear and more directly from the manufacturers who work with top luxury brands

Video How To Be A Brand That Audiences Love

Betaworks creative director James Cooper says that brands that act as builders can succeed by attracting like-minded audiences

Shopper Marketing & Promotions How Nike Reignited Its Brand With 'Just Do It'

Former Nike CMO Scott Bedbury on how a team of marketers 30 years ago unlocked how one brand could stand for something much bigger, more powerful, more relevant.

Video Why Values Are A Brand’s Most Important Asset

Founder of the ‘anti-establishment establishment’ &pizza argues that values and culture should define a brand just as much as they define people

Food & Beverage Creative Agency Designs Own Ice Cream Flavor To Celebrate Its Rebranding

Periscope partnered with a local creamery to create an ice cream flavor that represented both its new logo and its company culture, functioning as a brand activation and summer treat all in one

Cafe & Restaurant Interview: Cultivating Brands As Family

PSFK conference speaker Michael Lastoria, co-founder of &pizza, shares his thoughts on food, culture, community and brand building

Design Tea Brand Customizes Packaging For Every Market And Occasion

"I wish you" teas come in packaging with personal messages, tailored for each international market, in a bid to become a go-to gift for customers around the world

Grocery, Convenience & Supermarket Impossible Burger's Jordan Schenck To Speak At CXI 2018

Jordan Schenck, head of consumer marketing at Impossible Foods, has joined the lineup for PSFK's conference on May 18