Posts for: 2014
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 truncated down to a set of otherwise meaningless initials.
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 for things called “mile high,” or Seattle with “evergreen,” or “cascade.” These are logic and easy-to-understand, and wrong for almost every business.
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.
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