This is the branding tag for Lehigh Business Thought Leadership.

Personal Branding Guru, William Arruda, Shares How to BUILD BRAND YOU

Lehigh University welcomed personal branding guru, William Arruda, to deliver a session called BUILD BRAND YOU to its MBA alumni and students.

In Marketing, Is Co-creation a Double-Edged Sword?

Welcome to the world of co-creation, where customers are no longer a passive audience, but active co-producers who are defining and refining a brand’s value proposition.

When a Brand Becomes a Rival

Humanizing a brand can be a highly successful marketing strategy—unless you're targeting people who want to express their own uniqueness.

In Today’s Luxury Fashion World, Ugly Is In

In the fashion world, ugly has somehow become a signal of taste, of the good life, of luxury and prestige. New research helps explain why.

Understanding the Benefits - and Risks - of Humanizing Your Brand

Research—and the Ghostbusters movie—have shown that humanized brand characters can create strong emotional bonds between consumers and product.