Decoding Branding explains the evolution of branding and how the disrupting factors like digital revolution, technological advancement, changing consumer behavi

Brand revitalization is gaining momentum as the number of new brand failures continues to rise. However, not all brands are worthy of a new life, and the challe

This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand t

Decoding CEO-Speak monitors the written and oral language of CEOs to reveal its manipulative, enlightening, frustrating, inspiring, and disturbing characteristi

Marcel Danesi is an entertaining and insightful tour guide to decoding the messages woven into the advertisements, commercials, brand names, and logos we see on