10+ Best Articles on Branding
The most useful articles on branding from around the web—beginners to advanced—curated by thought leaders and our community. We focus on timeless pieces and update the list whenever we discover new, must-read articles or videos—make sure to bookmark and revisit this page.
Top 5 Branding Articles
At a glance: these are the articles that have been most read, shared, and saved on branding by Refind users in 2023.
What is ...?
New to #branding? These articles make an excellent introduction.
What Is Brand Marketing? & How to Build Your Brand Identity in 5 Steps
Brand marketing is a way of setting your product apart by shaping perceptions of your company’s brand. We explain how to do that through four important brand elements.
Short Articles
Short on time? Check out these useful short articles on branding—all under 10 minutes.
How Nike became the brand to imitate
Lessons marketers can take from studying one of the world’s most iconic brands
Brand Dilution: How Strong Brands Lose Their Power (And How To Avoid It)
How Marlboro risked its growth with light cigarettes, why Rolex created Tudor, and how to avoid brand dilution:
Airbnb CMO on ditching performance marketing for big, bold brand campaigns
We catch up with the rental app’s marketing boss, Hiroki Asai, to hear why he shifted its strategy so dramatically and how he’s confident it has now found a winning long-term formula.
AI is the end of brands as we know them
The recent Cannes Lions International Festival of Creativity revealed how artificial intelligence will force us to find new ways of seeing if we’re to adapt to this new paradigm shift.
The Principles of World-Class Brand Storytelling
Hero, setting, plot—and how to combine them to bring your story to life
Long Articles
These are some of the most-read long-form articles on branding.
“You don’t get it. You aren’t the point.”
The surprising reason why your brand sucks at storytelling, and what to do about it.
Picking a good brand name with help of science
“Nothing sucks like Lectrolux”
The Three Tools Netflix Used to Build Its World-Class Brand
Netflix's former branding guru shares the frameworks startups need to build enduring brands.
Raj Sarkar (ex-1Password, Atlassian): B2B Brand Marketing
B2B marketers usually overlook brand in their marketing mix. Brand marketing is only for CPG companies, right? Raj makes the case that brand marketing is not optional, if you want to win your…
Branding for Builders
How Netflix defined a brand that helped it to build a great product, and vice-versa. (I was VP Product from 2005–2010.)
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