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Branding

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Apple’s Seductive Brand Promise: Cultural Capital and Social Mobility

On the most powerful aspect of the computer giant’s emotional branding strategy.

 

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Be as Young, Be as Cool, Be as Happy … as an Apple Consumer

What is Apple promising consumers in its famous “Silhouette” commercials?

 

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Teach Me How to Brand

Paul Hiebert talks with the co-founder of the country’s first Masters in Branding program.

 

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How Apple Does Sentimental Consumerism

In marketing and branding materials, the computer giant promises to strengthen your relationship with loved ones.

 

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How Apple Hides the Exploitation of Workers Behind Whimsical Branding

Overwhelmingly positive commercials that inspire happiness can go a long way.

 

New UC Logo Gets Flushed

 

Friend Request Denied: The UC Logo Debacle

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Sufferers of Social Anxiety Disorder, Your Friends Like You

The first study of friends' perceptions suggest they know something's off with their pals but like them just the same.

Standing Up for My Group by Kicking Yours

Members of a minority ethnic group are less likely to express support for gay equality if they believe their own group suffers from discrimination.

How Old Brains Learn New Tricks

A new study shows that the neural plasticity needed for learning doesn't vanish as we age—it just moves.

Ethnic Diversity Deflates Market Bubbles

But it's not in the rainbow and sing-along way you'd hope for. We just don't trust outsiders' judgments.

Online Brain Exercises Are Probably Useless

Even under the guidance of a specialist trainer, computer-based brain exercises have only modest benefits, a new analysis shows.

The Big One

One company, Comcast, will control up to 40 percent of Internet service coverage in the U.S., and 19 of the top 20 cable markets, if a proposed merger with Time Warner Cable is approved by regulators. November/December 2014

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