# Lippincott: A leading brand consultancy We're a global brand consultancy, creating, growing and transforming brands to shape businesses, disrupt industries and define generations. Learn more. ## Our Work - [Work](https://www.lippincott.com/work/): Discover how we partner with leading companies to craft iconic brands and transformative experiences through innovative strategy and design. - [UKG](https://www.lippincott.com/work/ukg/): When Ultimate Software and Kronos merged, they tasked Lippincott with creating a brand to set the foundation for a unified future. Meet UKG. - [NYC Pride](https://www.lippincott.com/work/nyc-pride/): How do you fuse a heritage of activism and celebration through an iconic brand identity? See how we rebranded NYC Pride. - [Nokia](https://www.lippincott.com/work/nokia/): We helped Nokia re-establish itself as a leader in the technologies powering our connected lives. Discover the transformation. - [State Street](https://www.lippincott.com/work/state-street/): We evolved the State Street brand with a compelling articulation of State Street’s story and a reimagined identity built for the modern world. - [ShopRite Fresh to Table](https://www.lippincott.com/work/shoprite-fresh-to-table/): Discover how we transformed a beloved regional grocer to compete with digital disruptors and meet the evolving needs of modern shoppers. - [Timberland](https://www.lippincott.com/work/timberland/): Lippincott partnered with Timberland to create a new visual and verbal expression that set the stage for the brand’s next phase of growth. See how. - [Standard Chartered](https://www.lippincott.com/work/standard-chartered/): We helped Standard Chartered create a brand that reflects its true strength as a global powerhouse. Learn how. - [DuPont](https://www.lippincott.com/work/dupont/): When Dow and DuPont merged in 2017, Lippincott helped define DuPont's next chapter. Click to see what’s next for this market leader. - [Gumption Coffee](https://www.lippincott.com/work/gumption-coffee/): When Australian company Gumption Coffee sought to expand to the U.S., they enlisted Lippincott to craft a brand for a new audience. Read more here. - [PBS](https://www.lippincott.com/work/pbs/): We worked with PBS to revitalize its beloved brand with a new brand purpose, brand architecture, visual identity, and voice. See how. - [Southwest Airlines](https://www.lippincott.com/work/southwest-airlines/): The Southwest Airlines rebrand was more than a logo redesign—it deepened connections with existing customers while attracting new segments. - [Delta](https://www.lippincott.com/work/delta/): Lippincott helped Delta become an undisputed leader in both profitability and customer satisfaction among U.S. carriers. Find out how. - [Oportun](https://www.lippincott.com/work/oportun/): We rebranded Oportun, transforming it into a go-to digital banking platform. See the new strategy, design and brand architecture. - [Dubai Expo 2020](https://www.lippincott.com/work/dubai-expo-2020/): Partnering with Expo 2020 Dubai, we created a brand identity that celebrated its rich history, from ancient roots to a symbol of the modern world. See the work. - [Mass General Brigham](https://www.lippincott.com/work/mass-general-brigham/): Lippincott elevated Partners Healthcare with a new name, platform, visual system, and patient experience. Meet Mass General Brigham. - [Walmart](https://www.lippincott.com/work/walmart/): How do you pivot the world’s largest retailer to speak to an expanded customer base and new shopping experience? See our work for Walmart. - [DigiKey](https://www.lippincott.com/work/digikey/): Lippincott partnered with DigiKey to evolve its brand in a way allowed the company to grow confidently into the future. See the work. - [Starbucks](https://www.lippincott.com/work/starbucks/): With a goal to expand its product and experience offerings globally, we partnered with Starbucks to take its iconic brand to the next level. Learn how here. - [Danaher](https://www.lippincott.com/work/danaher/): Lippincott partnered with Danaher to reimagine and reactivate its brand from the ground-up, with a powerful new identity and digital experience. - [Swarovski](https://www.lippincott.com/work/swarovski/): Lippincott partnered Swarovski to reinvigorate its storied brand and unlock a new future with a transformative business strategy. See how. - [Zoetis](https://www.lippincott.com/work/zoetis/): Pfizer Animal Health worked with Lippincott to create Zoetis, including its name, positioning, visual identity, and more. See how we did it. - [LendingTree](https://www.lippincott.com/work/lendingtree/): LendingTree partnered with Lippincott to reshape how they engage with customers. See the work. - [Kenvue](https://www.lippincott.com/work/kenvue/): Lippincott partnered with an iconic consumer health company to create an ownable, short name that feels warm, welcoming and innovative. Learn more. - [Canton Network](https://www.lippincott.com/work/canton/): Lippincott partnered with Canton to create a new brand standard for blockchain networks. See how. - [Bombardier](https://www.lippincott.com/work/bombardier-brand/): Bombardier called on Lippincott to craft an undeniable luxury brand strong enough to fuel Bombardier’s next leg of growth. See the work. - [Nucor](https://www.lippincott.com/work/nucor/): We partnered with Nucor to highlight their sustainability leadership and scale of impact across industries and amplify their story as North America's most sustainable steel brand. See how. - [Plug Power](https://www.lippincott.com/work/plug-power/): We partnered with Plug Power to transform their identity and help them claim their rightful position as the face of an entire industry. See how - [GXO](https://www.lippincott.com/work/gxo-brand/): How do you claim leadership in a fragmented and dynamic industry? This was the challenge XPO Logistics brought to Lippincott when it made the strategic choice to spin off its supply chain management business into a new entity. Learn more. - [DPD](https://www.lippincott.com/work/dpd/): Lippincott worked with DPDgroup to unify its brand identity, positioning the company for success in the growing e-commerce market. Learn more here. - [Taco Bell](https://www.lippincott.com/work/taco-bell-brand/): Despite ongoing innovations, Taco Bell’s brand had remained unchanged for over two decades—until we stepped in. See our work. - [EVEN Hotels](https://www.lippincott.com/work/even-hotels-brand/): Lippincott worked with EVEN Hotels to uncover growth opportunities in the saturated North American market. Learn how. - [Giant](https://www.lippincott.com/work/giant/): Lippincott worked with Giant to take the beloved bike brand and turn it into a symbol of athletic aspiration and community. Learn how. - [Adelaide University](https://www.lippincott.com/work/adelaide-university/): Lippincott partnered with the University of Adelaide and University of South Australia to redefine the global higher education sector. Learn how. - [HMH](https://www.lippincott.com/work/hmh/): Lippincott worked with HMH to help the 200-year-old brand showcase its role as a digital-first innovator, while staying relevant to audiences who know and love it. Learn more. - [Summit Health & CityMD](https://www.lippincott.com/work/citymd-summithealth/): Lippincott helped unify two consumer healthcare brands with distinct legacies, showcasing their strength as one care team for people and patients. Learn more. - [Marriott](https://www.lippincott.com/work/marriott-brand/): We built an intuitive architecture model in just three weeks to organize and categorize Marriott’s 30 hotel brands for customers. - [Elimini](https://www.lippincott.com/work/elimini/): Lippincott worked with Elimini to build a carbon removals brand that’s a market-maker, not just a market-leader. Learn how. - [Wakefern & ShopRite](https://www.lippincott.com/work/wakefern-shoprite-brand/): Lippincott helped Wakefern, the largest U.S. retailer-owned cooperative, craft a private label strategy to compete with digital retailers. See how. - [Chow Tai Fook](https://www.lippincott.com/work/chow-tai-fook/): Lippincott worked with Chow Tai Fook to reinvigorate the heritage jewelry brand and represent a fresh perspective on Chinese culture for the new generation. See how. - [Technip FMC](https://www.lippincott.com/work/technip-fmc/): Lippincott helped GeoPost seize new growth opportunities post-e-commerce boom by uniting Europe’s delivery experts into a global network. - [Shangri-La](https://www.lippincott.com/work/shangri-la-group/): We partnered with Shangri-La Group to develop a brand that reflected the full breadth of its portfolio, along with a modern, revitalized visual identity. - [Aer Lingus](https://www.lippincott.com/work/aer-lingus-brand/): Lippincott worked with Aer Lingus to help the cherished and beloved brand transform into one of the most innovative and successful airlines in the world. See how. - [The New York Historical](https://www.lippincott.com/work/the-new-york-historical/): Lippincott worked with the country's oldest museum to build a forward-looking brand for the keepers of America’s past. - [Greenlane](https://www.lippincott.com/work/greenlane/): How can we harness brand to drive customer confidence in the transition to commercial electrification? See Lippincott's work with Greenlane to find out. - [Paze](https://www.lippincott.com/work/paze/): How do you create a digital payments brand that breaks through in a market brimming with well-established, powerful competitors, all while creating alignment between seven of the nation’s largest banks? See how. - [Better Homes & Gardens ](https://www.lippincott.com/work/better-homes-gardens-brand/): How do we create a cohesive brand identity rooted in heritage but modernized to carry a beloved media brand into the future? See Lippincott's work with Better Homes & Gardens to learn how. - [Lincoln Financial](https://www.lippincott.com/work/lincoln-financial/): Lippincott worked with Lincoln Financial to help the 120-year-old icon turn confidently to the future. - [Medtronic](https://www.lippincott.com/work/medtronic-brand/): Lippincott worked with Medtronic to energize the brand and amplify how they engineer the extraordinary. - [Humane World for Animals](https://www.lippincott.com/work/humane-world-for-animals/): How can we harness the power of brand to create a global 
animal protection icon? See how we rebranded The Humane Society. - [Korean Air](https://www.lippincott.com/work/korean-air/): Lippincott worked with Korean Air to create an ambassador for modern Korea. See the work. - [Bibigo](https://www.lippincott.com/work/bibigo/): Lippincott worked with Bibigo to ready the brand for a focus on Gen-Z consumers 
and develop a new global packaging architecture that celebrates the flavors of contemporary Korea. See how. - [Xcel Energy](https://www.lippincott.com/work/xcel-energy/): Lippincott partnered with Xcel Energy to craft a brand that resonated across regions and built trust with their audiences, now and through industry change. See how we did it. ## Other - [About Us](https://www.lippincott.com/about-us/): Lippincott is a global creative consultancy blending brand strategy, experience, marketing and design to create, grow, and transform brands. Explore our work. - [Search](https://www.lippincott.com/search/) - [Careers](https://www.lippincott.com/careers/): Create here. Belong here. Grow here. Browse Lippincott careers in brand strategy, design, experience and more—we can't wait to meet you. - [Privacy Notice](https://www.lippincott.com/privacy-notice/): Our Privacy Notice outlines how we collect, use, and safeguard your data.Learn how we protect your privacy and handle your personal information. - [US Privacy Notice](https://www.lippincott.com/privacy-notice/us-privacy-notice/): Our Privacy Notice outlines how we collect, use, and safeguard your data.Learn how we protect your privacy and handle your personal information. - [Brazil Privacy Statement](https://www.lippincott.com/privacy-notice/brazil-privacy-statement/): Our Privacy Notice outlines how we collect, use, and safeguard your data.Learn how we protect your privacy and handle your personal information. - [Canada Privacy Policy](https://www.lippincott.com/privacy-notice/canada-privacy-policy/): Our Privacy Notice outlines how we collect, use, and safeguard your data.Learn how we protect your privacy and handle your personal information. - [People’s Republic of China Privacy Notice](https://www.lippincott.com/privacy-notice/peoples-republic-of-china-privacy-notice/): Our Privacy Notice outlines how we collect, use, and safeguard your data.Learn how we protect your privacy and handle your personal information. - [EU Privacy Policy](https://www.lippincott.com/privacy-notice/eu-privacy-policy/): Our Privacy Notice outlines how we collect, use, and safeguard your data.Learn how we protect your privacy and handle your personal information. - [Terms of Use](https://www.lippincott.com/terms-of-use/): Our Terms of Use detail the rules, responsibilities, and legal information associated with accessing and interacting with our platform. Review the terms. - [Cookie Notice](https://www.lippincott.com/cookie-notice/): Discover how we use cookies to improve your experience on our website. - [Política de Cookies](https://www.lippincott.com/cookie-notice/politica-de-cookies/): Discover how we use cookies to improve your experience on our website. - [Lippincott: A leading brand consultancy](https://www.lippincott.com/): We're a global brand consultancy, creating, growing and transforming brands to shape businesses, disrupt industries and define generations. Learn more. ## Solutions - [Solutions](https://www.lippincott.com/solutions/): With expertise across sectors, we help clients create meaningful connections with customers and achieve their full potential. See how. - [Build and Revitalize Brands](https://www.lippincott.com/solutions/build-and-revitalize-brands/): Lippincott builds enduring brands and brand portfolios that stay relevant and stand out in evolving markets. Learn more. - [Brand Naming](https://www.lippincott.com/solutions/build-and-revitalize-brands/brand-naming/): Using our full suite of brand and product naming services, we've developed some of the world’s most iconic names that lead markets and define categories. See how. - [Brand Voice](https://www.lippincott.com/solutions/build-and-revitalize-brands/brand-voice/): Lippincott builds intelligent, emotionally resonate brand voices for today's leading companies. See how. - [Unlock Growth Opportunities](https://www.lippincott.com/solutions/unlock-growth-opportunities/): We use deep innovation insights to help clients drive growth, align innovations with brand purpose, and deliver value to future-focused customers. See how. - [Jobs to be done](https://www.lippincott.com/solutions/unlock-growth-opportunities/jobs-to-be-done/): Using our full suite of brand and product naming services, we've developed some of the world’s most iconic names that lead markets and define categories. - [Drive Marketing Strategies](https://www.lippincott.com/solutions/drive-marketing-strategies/): We empower marketing teams with tools and strategies to stay ahead in a changing customer landscape. See how we drive success. - [Create Customer Engagement](https://www.lippincott.com/solutions/create-customer-engagement/): We bring brands to life across high-impact touchpoints, inhabiting customer culture in authentic and relevant ways to drive the business forward. See how. - [Inspire and empower employees](https://www.lippincott.com/solutions/inspire-and-empower-employees/): We activate brands within internal networks, fostering shared purpose and inspiring employee engagement. Learn how. - [Reimagine Experiences](https://www.lippincott.com/solutions/reimagine-experiences/): We turn innovative ideas into captivating customer and employee experiences that create real meaning. Explore how we reimagine experiences. ## Ideas - [Ideas](https://www.lippincott.com/ideas/): We're constantly exploring the latest topics in brand, experience, and beyond. Browse our cutting-edge insights and perspectives from our expert team. - [Icons in the Making](https://www.lippincott.com/ideas/icons-in-the-making/): Icons in the Making is a podcast that dives into brands. Tune in for honest, insightful conversations with the people behind the brands shaping our world. - [CVS Health](https://www.lippincott.com/ideas/icons-in-the-making/CVS/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features CVS Health's Michelle Peluso. - [Mattel](https://www.lippincott.com/ideas/icons-in-the-making/mattel/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Mattel's Lisa McKnight. - [Nestlé](https://www.lippincott.com/ideas/icons-in-the-making/nestle/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Nestlé's Aude Gandon. - [Gucci](https://www.lippincott.com/ideas/icons-in-the-making/gucci/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Gucci's Robert Triefus. - [Domino's](https://www.lippincott.com/ideas/icons-in-the-making/dominos/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Domino's Kate Trumbull. - [Walmart](https://www.lippincott.com/ideas/icons-in-the-making/walmart/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Walmart's Archana Sristy. - [NotCo](https://www.lippincott.com/ideas/icons-in-the-making/notco/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features NotCo's Fernando Machado. - [PBS](https://www.lippincott.com/ideas/icons-in-the-making/pbs/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features PBS' Ira Rubenstein. - [Google](https://www.lippincott.com/ideas/icons-in-the-making/google/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Google's Adrienne Lofton. - [WNBA](https://www.lippincott.com/ideas/icons-in-the-making/wnba/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features WNBA's Phil Cook. - [DŌ](https://www.lippincott.com/ideas/icons-in-the-making/do/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features DŌ's Kristen Tomlan. - [Roblox](https://www.lippincott.com/ideas/icons-in-the-making/roblox/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Roblox's Christina Wootton. - [Morgan Stanley](https://www.lippincott.com/ideas/icons-in-the-making/morgan-stanley/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Morgan Stanley’s Alice Milligan. - [Goldman Sachs](https://www.lippincott.com/ideas/icons-in-the-making/goldman-sachs/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Goldman Sach's Arianna Orpello Lewko. - [TikTok](https://www.lippincott.com/ideas/icons-in-the-making/tiktok/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features TikTok's Kate Barney. - [SXSW Austin](https://www.lippincott.com/ideas/icons-in-the-making/sxsw-austin/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Hyatt Hotel's Ari Levin, Southwest Airlines' Jonathan Clarkson, and Uber Eat's Georgie Jeffreys. - [Crocs](https://www.lippincott.com/ideas/icons-in-the-making/crocs/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Crocs' Michelle Poole. - [SXSW Sydney](https://www.lippincott.com/ideas/icons-in-the-making/sxsw-sydney/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Canva's Zach Kitschke, Commonwealth's Jo Boundy, and Telstra's Brent Smart. - [Topgolf](https://www.lippincott.com/ideas/icons-in-the-making/topgolf/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Topgolf's Street's Geoff Contrill. - [Bombardier](https://www.lippincott.com/ideas/icons-in-the-making/bombardier/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Bombardier's Street's Ève Laurier. - [NYC Pride](https://www.lippincott.com/ideas/icons-in-the-making/nyc-pride/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features NYC Pride's André Thomas. - [Liquid Death](https://www.lippincott.com/ideas/icons-in-the-making/liquid-death/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Liquid Death's Andy Pearson. - [Depop](https://www.lippincott.com/ideas/icons-in-the-making/depop/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Depop's Peter Semple. - [Airbnb](https://www.lippincott.com/ideas/icons-in-the-making/airbnb/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Airbnb's Nancy King. - [Delta](https://www.lippincott.com/ideas/icons-in-the-making/delta/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Delta's Molly Battin. - [Houseplant](https://www.lippincott.com/ideas/icons-in-the-making/houseplant/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Houseplant's Melissa Greenberg. - [Uber](https://www.lippincott.com/ideas/icons-in-the-making/uber/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Uber's Joanna Peña-Bickley. - [Connie Birdsall](https://www.lippincott.com/ideas/icons-in-the-making/connie-birdsall/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Lippincott's Connie Birdsall. - [Reddit](https://www.lippincott.com/ideas/icons-in-the-making/reddit/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Reddit's Roxy Young. - [Netflix](https://www.lippincott.com/ideas/icons-in-the-making/netflix/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Netflix's Fonz Morris. - [Snap](https://www.lippincott.com/ideas/icons-in-the-making/snap/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Snap's Kenny Mitchell. - [Universal Hydrogen](https://www.lippincott.com/ideas/icons-in-the-making/universal-hydrogen/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Universal Hydrogen's Jason Chua. - [NFTs](https://www.lippincott.com/ideas/icons-in-the-making/nfts/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Electric Capital's Maria Shen. - [Moderna](https://www.lippincott.com/ideas/icons-in-the-making/moderna/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features Moderna's Lavina Talukdar. - [X](https://www.lippincott.com/ideas/icons-in-the-making/x/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features X's Lara Mendonça. - [IBM](https://www.lippincott.com/ideas/icons-in-the-making/ibm/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features IBM's Oen Michael Hammonds. - [OLIPOP](https://www.lippincott.com/ideas/icons-in-the-making/olipop/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features OLIPOP's David Lester. - [e.l.f. Beauty](https://www.lippincott.com/ideas/icons-in-the-making/elfbeauty/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features e.l.f. Beauty's Kory Marchisotto​. - [NVIDIA](https://www.lippincott.com/ideas/icons-in-the-making/nvidia/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features NVIDIA's Dawn Hudson. - [PepsiCo](https://www.lippincott.com/ideas/icons-in-the-making/PepsiCo/): Icons in the Making is a podcast that goes inside the brands shaping our world. This episode features PepsiCo's Dr. Athina Kanioura. - [Loyalty lives—but only if your brand does these two things](https://www.lippincott.com/ideas/loyalty-lives-but-only-if-your-brand-does-these-two-things/): Lippincott's latest consumer research shows that brand loyalty is alive and well, but the path to earn it has changed. See how. - [How your brand’s “value ratio” can reveal 4 strategies for growth](https://www.lippincott.com/ideas/value-ratio-and-growth/): In times of economic uncertainty, value ratio is a key lever for brands to pull in order to drive connection with customers. See why. - [Five critical ways CMOs and CHROs can work together](https://www.lippincott.com/ideas/five-critical-ways-cmos-and-chros-can-work-together/): Today’s ever-evolving workplace means true employee engagement requires marketing and HR to work together to support and develop employees. - [The key to growth for tech brands? Leaving the startup mindset behind.](https://www.lippincott.com/ideas/key-to-growth-for-tech-brands/): For tech companies, brand is everything. It’s the emotional connection—not just market fit or a strong product roadmap—that drives growth. - [The Agile Masterbrand](https://www.lippincott.com/ideas/the-agile-masterbrand/): See how an agile masterbrand approach provides flexibility to pursue new audiences, launch new offerings and drive innovation. - [Building Go-to Brands from the Inside Out ](https://www.lippincott.com/ideas/go-to-brands-from-the-inside-out/): Grounded in a global study of over 500 brands, Go-to Brands uncovers the key drivers for brand performance and resilience in disruptive times. Learn more. - [Innovating with Purpose](https://www.lippincott.com/ideas/innovating-with-purpose/): In our latest report, we explore the new principles brands can follow for driving business growth with truly purposeful innovation. Learn more here. - [Make Climate Meaningful](https://www.lippincott.com/ideas/make-climate-meaningful/): We outline how companies can connect with customers on climate, offering tangible guidance for crafting compelling ESG and sustainability narratives. Learn more. - [Jobs-Based Innovation](https://www.lippincott.com/ideas/jobs-based-innovation/): Pioneered by Lippincott’s Taddy Hall and Harvard Business School's Clayton Christensen, Jobs-based innovation is an approach to driving growth grounded in human truths. See how. - [Finding Your Brand Voice](https://www.lippincott.com/ideas/finding-your-brand-voice/): There are four key principles for creating a brand voice that's bold, responsive and emotionally intelligent. Learn more. - [Go-to Brands: How to build a winning brand](https://www.lippincott.com/ideas/go-to-brands/): Grounded in a global study of over 500 brands, Lippincott uncovers the key drivers for brand performance and resilience in disruptive times. - [B2B Brands in the Human Era](https://www.lippincott.com/ideas/b2b-brands-in-the-human-era/): To create a meaningful connection, B2B brands need to start behaving less like faceless institutions and more like people. Get our take on B2B branding. - [From Spin-Off to Independent Success](https://www.lippincott.com/ideas/spinoff-branding/): When two companies part ways, brand bridges the gaps on both sides. Learn how to excite employees, energize leaders & accelerate success with a spin-off. - [How brand paves the way to M&A Success](https://www.lippincott.com/ideas/merger-acquisition-branding/): At the heart of a successful merger is a great brand. Learn how branding is the key to successful M&A. - [Meet Dawn, the Customer of the Future](https://www.lippincott.com/ideas/customer-of-the-future/): There are six major shifts changing the way we'll work, connect, shop and simply live in the future. Learn more about Dawn, the Customer of the Future. - [All data is man-made. Here’s why that’s a problem.](https://www.lippincott.com/ideas/all-data-is-manmade/): To truly disrupt and create new markets, companies need to leverage a different kind of data. Learn more from Taddy Hall, an expert on innovation. - [Rethinking a company’s soul](https://www.lippincott.com/ideas/rethinking-a-companys-soul/): We provide an actionable, four-step approach for how companies can find direction in the age of climate, diversity, and social justice. Learn more. - [Is it time for your brand system to evolve?](https://www.lippincott.com/ideas/is-it-time-for-your-brand-to-evolve/): When done right, refreshing a brand's visual system can have enormous power. Which begs the question, when is the right time to change? Learn more here. - [Evolution of Brand: A Study of Our Relationship with Brands](https://www.lippincott.com/ideas/evolution-of-brand/): Brand relationships are shifting. Explore how branding has evolved and where it’s headed in the future. - [Searching for the fountain of brand youth?](https://www.lippincott.com/ideas/the-fountain-of-brand-youth/): They say that age is a state of mind. As it turns out, it's also a state of brand. Here are seven steps marketing leaders can take to keep their brands young. - [Demand Generation: Friction as a Catalyst for Growth](https://www.lippincott.com/ideas/demand-generation-friction-as-catalyst/): When it comes to demand generation, friction in the buying journey possesses untapped potential. Here's why. - [Foundations over false choices: Building brands with meaning](https://www.lippincott.com/ideas/foundations-over-false-choices/): Before marketers dive into the tension that is “brand” vs. “performance” marketing, they first should make sure they have a meaningful brand to market. Here's why. - [Consumers believe that only 5% of brands are unique. What do you do if you’re in the 95%?](https://www.lippincott.com/ideas/myth-of-brand-differentiation/): If your brand isn’t resonating with customers, you’re leaving significant growth potential on the table. See why. - [Why is great customer experience so rare?](https://www.lippincott.com/ideas/why-is-great-CX-rare/): Discover the key pitfalls and four principles for creating exceptional customer experiences. Learn more about the full story. - [Why marketing matters when it comes to climate](https://www.lippincott.com/ideas/why-marketing-matters-for-climate/): If most people support climate action, why isn’t it happening? This is a challenge that can be tackled by today’s leading marketers. See how. - [Design Doing](https://www.lippincott.com/ideas/design-doing/): The craft of design – the doing – is just as important as the thinking. How do you convert strategies into beautiful, simple and meaningful work? - [A brand Travisty in the making](https://www.lippincott.com/ideas/brand-travisty-in-the-making/): What are marketers missing when it comes to celebrity endorsements? Two Lippincott senior partners explain. Get the full story. - [Go-to Brands Australia: Download the Report](https://www.lippincott.com/ideas/go-to-brands-australia/): Introducing our Australia-specific Go-to Brands study, a more effective way to diagnose, measure and manage brands across the region. - [Trendsions 2024: Brand trends to explore—and the tensions to not overlook](https://www.lippincott.com/ideas/trendsions-2024--brand-trends-to-explore-and-the-tensions-to-not/): Lippincott experts predict the biggest brand, design, and innovation trends for 2024. See what's in store for this year. - [Brand Aperture® ](https://www.lippincott.com/ideas/brand-aperture/): Introducing a new way to measure brand performance: Brand Aperture℠, a suite of tools tailored to the task of building & sustaining Go-to Brands. - [The future of sonic branding: A conversation with Audio UX](https://www.lippincott.com/ideas/the-future-of-sonic-branding/): The next wave of AI audio tools is here and the time is now to develop them for the future of audio branding. See how. - [What AI can teach us about the future of creativity and content](https://www.lippincott.com/ideas/what-ai-can-teach-us-about-the-future-of-creativity-and-content/): Now is the time to carefully consider how AI tools can enhance—not eclipse—human ingenuity. Because our shared future will depend greatly not just on the stories we choose to tell—but also how we tell them. Learn more. - [PLAY: An AI Exploration](https://www.lippincott.com/ideas/ai-play/): An interactive AI content series where generative technology meets creative consulting, fueling innovation for our clients and ourselves. - [Introducing PLAY, an AI exploration](https://www.lippincott.com/ideas/introducing-play-ai/): Lippincott, a global creative consultancy, debuts PLAY, an open exploration of how AI will impact the field of brand and experience consulting. - [Go-to Brands China: Download the Report](https://www.lippincott.com/ideas/go-to-brands-china/): Introducing our China-specific Go-to Brands study, a more effective way to diagnose, measure and manage brands across the region. - [SXSW Austin 2024 panel recaps](https://www.lippincott.com/ideas/sxsw-2024-rewind/): SXSW 2024: AI, impactful design, and the future of branding. Discover insights from Lippincott's Tom Ajello, Global Head of Experience, Innovation, and Engineering. - [The modern marketer’s toolkit](https://www.lippincott.com/ideas/modern-marketers-toolkit-webinar/): A four-part webinar series on what it takes to build Go-to Brands. ​Join our experts from Lippincott’s Marketing & Customer Strategy team, as they share what it takes to break through, and how you can drive brand meaning, preference and value in a time of constant change. ​ - [Why chasing brand differentiation isn’t always the right thing to do](https://www.lippincott.com/ideas/modern-marketers-toolkit-webinar/brand-meaning-rewind/): Episode 1 of our webinar series, the Modern Marketer’s Toolkit, reveals that only 5% of brands are seen as unique. Learn how to stand out in the 95% with insights from our Brand Aperture® data. - [Explore the new standard for driving growth by managing your brand value](https://www.lippincott.com/ideas/modern-marketers-toolkit-webinar/brand-value/): Episode 2 of our webinar series, the Modern Marketer's Toolkit, revealed a staggering fact: nearly 25 percent of brands are perceived as charging more than they're worth.​ In times of economic uncertainty, customers want to get a bang for their buck, which presents a challenge for brands. This episode explores how to build brand preference by maximizing perceived "bang for the buck". - [How to generate quality demand with the power of your brand](https://www.lippincott.com/ideas/modern-marketers-toolkit-webinar/brand-power/): Episode 3 of our webinar series, the Modern Marketer's Toolkit, revealed that when it comes to B2B sales and marketing, we're not understanding each other. The good news? There's a clear solution to this tension. This episode explores the root cause of this misalignment and shares the winning tactics for creating a seamless sales and marketing strategy—ultimately generating stronger demand for your brand. - [Lessons in becoming a Go-to Brand from a year of change](https://www.lippincott.com/ideas/modern-marketers-toolkit-webinar/looking-ahead/): Episode 4 of our webinar series, the modern marketer's toolkit, explored what it takes to become a Go-to brand in 2025. This episode highlights which brands have had the most meaningful relationships with their customers, which have the most momentum heading into 2025, and more. - [Three steps to enhancing your Marketing Operating Model](https://www.lippincott.com/ideas/three-steps-to-enhancing-your-marketing-operating-model/): A strong Marketing Operating Model (MoM) is essential for a CMO to be successful, but few are clear about what that means or how they're built. Lippincott's approach to building impactful marketing operating models has three key steps. Learn more. - [7 Must-haves for Successful B2B Lead Generation](https://www.lippincott.com/ideas/successful-lead-generation-in-b2b-sales/): Discover seven ways sales and marketing can collaborate to generate qualified leads and drive sustained business growth. - [How to crack the AI branding code](https://www.lippincott.com/ideas/crack-the-ai-branding-code/): AI represents a powerful opportunity to supercharge our naming power.​ The next installment in our PLAY series features us experimenting with more sophisticated prompts, deeper training, and test-and-learn methodology for brand naming. Learn more. - [Looking beyond NPS: Three steps to build customer loyalty ](https://www.lippincott.com/ideas/looking-beyond-nps-three-steps-to-build-customer-loyalty/): Nurturing customer loyalty can produce greater wallet share and lower churn, leading to higher revenue growth. But it takes both creativity and rigor to achieve lasting loyalty, balancing error reduction with imagination and vision. See how. - [Four inconvenient truths about building a sustainable brand](https://www.lippincott.com/ideas/four-inconvenient-truths-about-building-a-sustainable-brand/): Most brands lack the conviction to make sustainability central to their decisions. But for the bold brands, it is possible—and rewarding. Learn more. - [Go-to Brand Spotlight: Reddit ](https://www.lippincott.com/ideas/go-to-brand-spotlight-reddit/): Reddit’s path to “go-to” status is a story of fostering connection through authenticity and participation, and enabling progress through access and dialogue. Get the full story. - [Death of the Cookie](https://www.lippincott.com/ideas/death-of-the-cookie/): Let's talk about defining your zero- and first-party data strategies to evolve your demand generation programs. - [Press Release: Lippincott CEO](https://www.lippincott.com/ideas/lippincott-ceo-announcement/): Global creative consultancy Lippincott appoints Michael D’Esopo as President and next CEO. - [Pride: Where Bold Moves Meet Bright Colors](https://www.lippincott.com/ideas/pride-where-bold-moves-meet-bright-colors/): June marks the arrival of Pride Month. For marketers, that means approaching Pride campaigns with equal parts authenticity and originality. See how. - [The power of brand led transformation](https://www.lippincott.com/ideas/brand-led-transformation/): Brands’ intangibility may make them challenging to grasp and inconvenient to measure, but it should not stop us from prioritizing, nurturing, and investing in them like any other business asset. Learn more. - [Why look external? A guide to partnering externally to supercharge innovation and experience success ](https://www.lippincott.com/ideas/why-supercharging-innovation-requires-external-partners/): Hiring external innovation and experience design teams can transform your organization. Hear us out. - [99,000 bottles of brand on the wall](https://www.lippincott.com/ideas/brand-proliferation/): In categories brimming with choice, how can incumbent players combat rising brand proliferation? Discover our approach. - [Simple, right?](https://www.lippincott.com/ideas/rebuking-simplicity/): Simplicity is important, but it's not everything. Design must connect the rational with the visceral. While simple designs are appreciated, they alone won’t create an emotional bond with a brand. Learn how to build that connection. - [How marketers can adapt to Google’s new AI-powered search results](https://www.lippincott.com/ideas/How-marketers-can-use-Google-Ai-Search/): How can marketers can adapt to Google’s new AI-powered search results? Check out our approach. - [Beyond Hogwarts: The challenge of branding a modern university](https://www.lippincott.com/ideas/beyond-hogwarts--the-challenge-of-branding-a-modern-university/): How do you create a brand that honors the legacies of two universities while reflecting a unified, forward-looking mission? Lippincott explores. - [Go-to Brand Spotlight: Crocs](https://www.lippincott.com/ideas/go-to-brand-spotlight-crocs/): We explore Crocs' journey to “go-to” status, featuring insights from President Michelle Poole and an in-depth look at the brand’s key initiatives. Get the full story. - [The forgotten power of the marketing mid-funnel](https://www.lippincott.com/ideas/why-marketers-should-pay-more-attention-to-the-mid-funnel/): The mid-funnel is key to long-term brand strength. Marketers who invest here gain a growing competitive advantage. Get the full story. - [Taglines Are Fun and Effective. But There's an Art to Them](https://www.lippincott.com/ideas/art-of-the-tagline/): What happened to the good old-fashioned tagline? Lippincott explores. - [brand polarization](https://www.lippincott.com/ideas/brand-polarization/): In a nation divided, could brands be the thing to bring us a little closer together? Lippincott explores - [Brand bias ](https://www.lippincott.com/ideas/brand-bias/): Lippincott explores the behavioural science behind brand building. Learn more. - [How Brands Can Build Consumer Trust in AI](https://www.lippincott.com/ideas/consumer-trust-in-ai/) - [12 brand trends to watch in 2025](https://www.lippincott.com/ideas/12-brand-trends-to-watch-in-2025/): Lippincott experts predict the biggest brand, design, experience and marketing trends for 2025. See what's in store for this year. - [2025 webinar series](https://www.lippincott.com/ideas/2025-webinar-series/): Join Lippincott's strategy and marketing experts on building successful brand strategy in 2025. - [Rebranding ‘brand’ for the C-Suite](https://www.lippincott.com/ideas/2025-webinar-series/rebranding-brand-for-the-c-suite/): Episode 1 of our 2025 webinar series discusses brand's inherent intangibility and how to frame and communicate their value to key stakeholders. - [Grey sweater](https://www.lippincott.com/ideas/grey-sweater/): Modern search and discovery is crowded with choice. Of the many decision-making toggles a consumer has in their toolkit – where does brand come in? Find out. - [The flight of the bumble bee](https://www.lippincott.com/ideas/the-flight-of-the-bumble-bee/): In an ever-evolving landscape, customer journeys have taken on a new form with more twists and turns than ever before. Lippincott reimagines the role of customer journey maps and best practices to follow. Get the full story. - [Resurgence of the Corporate Brand](https://www.lippincott.com/ideas/resurgence-of-the-corporate-brand/): Global brand consultancy Lippincott unpacks how business leaders should harness their corporate brands to supercharge growth. Read more. - [Four principles for building your corporate brand](https://www.lippincott.com/ideas/four-principles-for-building-your-corporate-brand/): In the second installment of our two-part series, Lippincott's Liz Greene and Dylan Stuart share four tried-and-true principles for transforming your corporate brand into your business’s most powerful asset. - [A SXSW AI Showdown: The takeaways](https://www.lippincott.com/ideas/sxsw-2025-recap/): At SXSW 2025, leading brand consultancy Lippincott hosted a consumer research showdown between humans AI. See what happened. - [Reinvent or Reinforce](https://www.lippincott.com/ideas/reinvent-or-reinforce/): For a new brand to stand out and drive consideration in this new world, its name must work harder than ever before. See how. - [Go-to Brand Spotlight: Stanley 1913](https://www.lippincott.com/ideas/go-to-brand-spotlight-stanley-1913/): Drawing on insights from our recent Brand Aperture research, we explore Stanley 1913's path to “go-to” status. Get the full story. - [Looking Vertically](https://www.lippincott.com/ideas/looking-vertically/): A Lippincott original series unpacking the defining brand challenges for industries that move the world forward. Get the full story. - [7 ways payment brands can break through](https://www.lippincott.com/ideas/looking-vertically/payments/): Want to compete in payments? Lippincott explores 7 ways payment brands can break through. Get the full story. - [Is it time to update your brand's logo?](https://www.lippincott.com/ideas/Is-it-time-to-update-your-brands-logo/): Lippincott's Brendán Murphy explores when and why companies should (or shouldn't) update their logo. Get the full story. - [How Brands Can Use Research to Hone a Design or Logo](https://www.lippincott.com/ideas/How-brands-can-use-research-to-hone-a-design-or-logo/): Lippincott's Brendán Murphy explores the power of research when it comes to understanding your audience and honing a design or logo. Get the full story. - [Go-to Brand Spotlight: Duolingo](https://www.lippincott.com/ideas/go-to-brand-spotlight-duolingo/): Drawing on insights from our recent Brand Aperture research, we explore Duolingo's path to “go-to” status. Get the full story. - [Agentic AI](https://www.lippincott.com/ideas/Agentic-AI/): Agentic AI will require marketers to transform their operating model. Lippincott explores in our latest piece. ## Our offices - [Get in Touch](https://www.lippincott.com/get-in-touch/): Want to learn how Lippincott can help your business grow, connect with customers and increase relevance? Get in touch with us today. - [New York](https://www.lippincott.com/get-in-touch/new-york/): Want to learn how Lippincott can help your business grow, connect with customers and increase relevance? Get in touch with our New York brand consultancy today. - [Sydney](https://www.lippincott.com/get-in-touch/sydney/): Want to learn how Lippincott can help your business grow, connect with customers and increase relevance? Get in touch with our Sydney brand consultancy today. - [San Francisco](https://www.lippincott.com/get-in-touch/san-francisco/): Want to learn how Lippincott can help your business grow, connect with customers and increase relevance? Get in touch with our San Francisco brand consultancy today. - [London](https://www.lippincott.com/get-in-touch/london/): Want to learn how Lippincott can help your business grow, connect with customers and increase relevance? Get in touch with our London brand consultancy today. - [Dubai](https://www.lippincott.com/get-in-touch/dubai/): Want to learn how Lippincott can help your business grow, connect with customers and increase relevance? Get in touch with our Dubai brand consultancy today. - [Singapore](https://www.lippincott.com/get-in-touch/singapore/): Want to learn how Lippincott can help your business grow, connect with customers and increase relevance? Get in touch with our Singapore brand consultancy today. - [Hong Kong](https://www.lippincott.com/get-in-touch/hong-kong/): Want to learn how Lippincott can help your business grow, connect with customers and increase relevance? Get in touch with our Hong Kong brand consultancy today. - [Seoul](https://www.lippincott.com/get-in-touch/seoul/): Want to learn how Lippincott can help your business grow, connect with customers and increase relevance? Get in touch with our Seoul brand consultancy today. - [Shanghai](https://www.lippincott.com/get-in-touch/shanghai/): Want to learn how Lippincott can help your business grow, connect with customers and increase relevance? Get in touch with our Shanghai brand consultancy today. - [Sydney](https://www.lippincott.com/sydney/): Want to learn how Lippincott can help your business grow, connect with customers and increase relevance? Get in touch with our Sydney brand consultancy today.