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Lessons tagged brand identity.

Every published Sent News story connected to brand identity.

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2 stories

Two Companies Used the Same Name. Then the Fight Got Messy.

A dispute between two AI travel startups named Soar shows how an unchecked business name can create confusion for customers, investors and vendors—and make rebranding costly.

Kelly HoganOct 22, 2026

Brand Strategy8 min read

Red Bull Shows How to Build a Brand People Want to Belong To

Red Bull built an identity-driven brand by making advertising entertaining, creating sports and cultural experiences, and giving audiences ways to participate.

Michael David Rosario-MurielSep 25, 2026

Stories about brand identity

Two Companies Used the Same Name. Then the Fight Got Messy.

Red Bull Shows How to Build a Brand People Want to Belong To

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