The Power of Positioning

How to distinguish yourself from the competition to be sure you have a preferred place in your target customer's mind

Namestorming

Catchy, original, evocative̶the right name defines your company and is an invaluable marketing tool. Here's how to find it

A Big Impression for a Tiny Lipstick

Bésame Cosmetics has been tripling its annual revenue by focusing on design, craftsmanship, and showpiece packaging inspired by vintage glamour

Make Your Brand Pop

Four very different companies build their brands, their buzz, and their sales. How you can, too

Picture Your Business with a Logo

Logoworks.com creates affordable logos and identities for small businesses. Doing most of the work online keeps it cheap

Small Company, Big Brand 2006

What 10 small outfits have to say about turning their brand into a household name

A Practical Guide to Branding

Define your brand identity—your product's "personality"—before you spend a dime on advertising or marketing

Make Your Web Site Work for You

Your Web site should convey your brand. Our columnist looks at three small companies' sites to see how well they do

Ciao Bella—in Your Grocer's Dairy Case

How friendly media attention helped a Little Italy gelato shop move from being a restaurant supplier to a premium supermarket brand
Slide Show: Small Companies, Big Brands, Big Bucks

Slide Show: Small Companies, Big Brands

Take a look at 10 overachievers that became breakthrough success stories. Find out how they did it and maybe you can turn your product into a household name

Video: How Small Companies Build Big Brands

Establish your brand one market at a time. Focus on the online component of your strategy. So says Eileen Campbell, the CEO of Millward Brown Group, a leading market researcher