New York—Forbes has launched a new branding campaign, its first in five years, with the tagline “Change the world.” The new tagline replaces Forbes' previous motto, “The capitalist tool.”
The integrated campaign was created by gyro New York and includes print and online ads. The new positioning appears in Forbes print and online properties as well as at events. Print ads, which began running this month in Newsweek and New York Magazine, feature entrepreneurs who have appeared on earlier covers of Forbes.
The campaign budget was undisclosed.