Insights

Forrest Mars Sr. came up with the idea for M&M’s after observing soldiers eating chocolate during the 1930s Spanish Civil War. As you know, heat liquefies chocolate like butter in a frying pan, making your fingers sticky. So, the concept of wrapping chocolate in a hard candy shell was born. With it, came an immortal tagline: Melts in your mouth, not in your hands. M&M’s are practical. They’re colorful. The characters are fun. Did we need them to be anything more?

Have you ever donated or volunteered but felt awkward about telling people or maybe even hesitated to post about it on your social networks? We’ve all been there –maybe it feels…too self-promotional?

When most people think about health, they naturally think about the physical body. Insurance plans are built around it, workplaces tell you to stay home when you have a cold, and people are able to quickly spot when they or others are not feeling their best physically.

In times when proximity brings peril, and live-action filming is both tricky and costly, associations have turned to animation to keep their brand narratives moving.

The team at Yes& shares key advice for how to make the most of 2021, focusing on trends for resiliency, creativity, customer-obsession, and adaptability.

Optimistic or disruptively nostalgic? Where will brands be taking their logo redesigns in 2021?

Golden arches, a green mermaid, an apple—these all evoke distinctive feelings and unequivocal associations. What are the secrets to logo success and how does your brand stack up?

Marketers have historically been responsible for bringing the brand to the customer. In 2020, it’s time for us to bring the customer to the brand. The customer experience revolution is upon us, and marketing leaders are uniquely positioned to re-evaluate our skillsets, update our strategies, and lead the charge. 

“Home” has always provided us with warmth, comfort, and refuge. But with social distancing and quarantining becoming a new way of life, homes are becoming the epicenters of consumer behavior.

    It’s hard to get out of the office—but it’s worthwhile to attend industry events and other opportunities for continuing education in our rapidly evolving field. That’s why six Yes& staff members and I attended the sessions on October 3 at the Ronald Reagan Building.

Healthcare branding has long been challenging. It’s hard to posit distinctive differentiators in an abundance of markets: how many ways can you evoke quality, innovation, or compassion? Now, branding is complicated by a seismic shift in consumer perspective.

The following article is based on a chapter from “The Agile Brand” by Greg Kihlström, now available on Amazon and iTunes.