Opinions expressed by Entrepreneur contributors are their own. The following is the fourth in the series “Marketing Like the Big Brands,” running every other week in which marketing expert Jim Joseph ...

When you hear, “You’re in good hands,” you know it's Allstate Insurance's message. If someone refers to, “The ultimate driving machine,” you'll understand they are talking about BMW. And when you ...

Opinions expressed by Entrepreneur contributors are their own. It’s often very difficult for small-business owners to define who they are. By nature, they want to be all things to all people. They ...

Consider the brands that have firmly etched themselves into our collective consciousness. How do these brands express themselves on social media? Are they warm and friendly? Alluring or charismatic?

Here’s another in my series in which I pick a topic and connect with someone a lot smarter than me. (Check out some previous installments at the end of the article.) This time, I talked to John Parham ...

In order to be able to define a brand, there must be a willingness to scrutinise the company very honestly and openly. This honesty and transparency must prevail throughout the whole process, ...

When Carey Rome heard about the findings in Gallup’s 2015 leadership study, he was disturbed. A full 70 percent of leaders, it said, just don’t have what it takes to manage others well. (One in 10, it ...