Alexandra Watkins’ book, "Hello, My Name Is Awesome" turns the highly subjective task of naming a brand into a more objective exercise.

Marketing needs a story with some structure, and we're not talking a messaging house.

Taglines are almost never great. But they can be meaningful if you focus on the story behind them.

Content makes a digital transformation run, and that means it's even harder to tell a clear, consistent story across all channels.