A Change of Brand

Brands don’t exist in a vacuum. Sometimes world events change the way the world will look at your brand. And a change is needed. As bay-area tech startup Zapier prepared to launch its brand refresh, a...

4 Jul 202338min

We’re kicking off Season 4 with a closer look at Instacart, which has been the leader in grocery delivery services since its early start-up days. But after about 10 years in the market, their brand wa...

27 Jun 202339min

Name changes are possibly one of the hardest things a brand can endure. With over a million trademarks filed annually with the United States Patent and Trademark office, but only 170,000 English words...

14 Feb 202348min

There aren’t many automotive brands mightier than Bugatti. So when the manufacturer of multi-million dollar supercars handed the keys to the brand over to Head of Strategy Linda Marquardt, Associate C...

4 Okt 202245min

Sprite is one of the world’s most popular soft drinks, with a style you can spot a mile away. But despite its signature look, the refreshing soda needed to find a way to stay fresh with a young new au...

27 Sep 202241min

M&Ms has a lot going for it — cute, memorable characters, a wide range of flavors, not to mention a storied brand over 80 years strong. But how could Mars Inc. expand the candy brand’s identity beyond...

20 Sep 202239min

Retooling an American institution is no easy task — just ask Bogdan Geana, partner at Lippincott. On the heels of a milestone 50th anniversary, Public Broadcasting Service tapped the Lippincott team t...

13 Sep 202244min

For decades, some of America’s most beloved sports teams played with imagery trading on outdated, offensive racial stereotypes. It wasn’t until very recently — with the public calling foul and sponsor...

6 Sep 202249min