Welcome and enjoy! This and following Journal Topics are offered for your use. Nothing about “branding” is pure science – it’s all based on experience – both generally and in specific client and industry situations. Think of these as insights, not rules; observations and lessons learned over lo these many years together. Also note that some of these topics and insights are specific to an industry or a particular client situation. And yes, there are certainly exceptions and other points of view – this is designed as a dialog - we would love to hear from you - fire away! You are also welcome to use and repost these insights.
For us, this blog is a way to give back – giving our clients a venue to share their experience as well, to inject experience into those times when our clients, friends and prospects are in transition, challenged by changing market dynamics, faced with new and test
Last entry was about the strongest starting point for your brand – a memorable, extendable, powerful name on which to build your business, domain URL and overall web presence, and one that carries the exact promise. Long and generic names do not work on many levels – we talked about how they get lost and […]MORE»
Probably the #1 thing we struggle with as our clients are making core branding decisions is where the “strengths” in their current branding lie. Simply put, a history of using a name does not mean it has “equity.”MORE»
Problem #1 – a safe and forgettable name – huge future pitfalls and lasting brand weakness result from names that are easy to love initially and easy to forget or have confused with lots of other similar names. Go to Chicago and see how many things are “named” with “windy city” – or Denver look […]MORE»
The pulse of a healthy business is a brand that perfectly expresses what you promise – what you intend to do and your constant attention to getting it right! You win as an organization when that promise matters to your target audience, AND you deliver on that promise.MORE»