As the 2018 MLB All-Star Game approaches this week in D.C., we'll see a beautiful blend of baseball and business. The fanfare and hype will increase with each passing day. But make no mistake, it's not really about baseball. It's business. It's branding. It's storytelling all by design.

IHOP becoming IHOb is a hot topic here at Americom. When it comes to branding, we all have our educated opinions...but when it's food branding, things can get pretty intense. Here's a look at what our millennials think about this name change.

We're all familiar with our favorite delicious ring of sweet bread and sugar...the donut...or it is doughnut? When's the last time you spelled out doughnut? Probably not within the past decade or so and it's no coincidence. Check out this Google Trends for donuts (blue), doughnuts (red), and Dunkin' Donuts (yellow). Nobody is searching for doughnuts. It's all about donuts now! What's really great is that donuts is searched more frequently thank Dunkin' Donuts which indicates that people just...

“Creative” and “Process.”Like Kanye and Kim, they make for a peculiar pair. Something looks a little off that challenges our brains to understand their union. Individually—sure, we get it. We totally get it. One is undeniable talent and unpredictable irrationality with strokes of brilliance; yet divisive and peculiar with a fine line between danger and euphoria. The other is the striking result of DNA, time, and systemic, gravity-defying molecules coerced with chemicals and ennui encased in...