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Explore Bright Ideas for your brand

What’s in a name? When Cingular decided to create a cellular phone for young children, they needed a name that would resonate with both them and their parents. The result was Firefly – a name that not only fits the product (it lights up when in use) but also one that has deep meaning. Many…

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Just what is proper branding worth to a new company or startup? It is really all that important? Is it just a name, and if so, why not use the employee suggestion box and simply give the winner a free lunch or a day off? (It wouldn’t be the first time!) Branding Adds Value to…

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Each week frustrated business owners call me, exhausted from their latest company naming marathon. They’ve spent dozens, (if not hundreds) of hours in valuable staff time churning out endless lists of ideas, suggestions, brainstorms, etc. The results? A hodgepodge of names with no rhyme or reason to them, little or no group consensus, a lack…

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The one constant in business is change. Nearly every product, service or solution gets replaced by something newer, better, and “different-er” than before. Take mobile texting for example. All three of my teenagers live on it, spelling out each cryptic message in a matter of nanoseconds. They prefer it to email, or worse yet, utilizing…

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After the wild ride that was ’08, many business owners are asking themselves just where to invest their time, energy and money in the new year. From dealing with hundreds of business owners each year, here are a few suggestions… 1. Listen More. For many businesses and industries, this past year was more than a…

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Who are you? Central to the business of naming and branding is the core issue of identity. And never has this issue been more relevant than in the past several months. Most of the time we give our identity, both corporately and personally, very little thought. We offer a product or service, people buy it,…

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Branding a small business or start up can have it’s share of challenges — the two biggest ones being lack of money and know-how. Here are some inside tips from a branding expert on how you can do the job yourself, at a fraction of the cost. 1. Identify your company’s “pivot point.” In a…

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One of the most common mistakes in company branding occurs when business owners tie their corporate identity to cyclical products and services vs. their key strengths and attributes. In other words, they become famous for what they do instead of how they do it. This strategy might succeed in the short term, when a particular…

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Utilize the laws of nature What makes a company brand magnetic — one that effortlessly attracts customers, revenue, media attention and employees alike? A quick examination of the laws of nature will reveal the answers. Forces such as magnetism and gravity, while seemingly subtle, have a powerful and constant influence on our lives. They govern…

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Build a Brand Image It’s easy to think that because you have a name, logo and tag line, that you have a brand. But corporate identity is just the first step in building a brand image. The company name, logo and tag line are two dimensional elements in a three dimensional world. And to become…

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