Branding & Naming Insights

What the Holidays Teach Us About Brilliant Branding

By Phil Davis | November 4, 2008 |

When it comes to creating and building a brand name, most companies feel compelled to file protective trademarks and establish rigid guidelines to protect their image. Yet some of the…

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12 Steps to Overcoming Brand Dilution

By Phil Davis | October 6, 2008 |

Laura Ries makes a compelling case for the addictive quality of creating line/brand extensions. In her view, the temptation to increase market share, by borrowing on the equity in a…

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Using Alliteration to Create a Cool Company Name

By Phil Davis | May 29, 2008 |

A List of Company Brand Names Using Alliteration When naming a company, one of the most important branding criteria is memorability – the likelihood that a customer will retain and…

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Is Your Brand Name a Meatball Sundae? Ask Seth Godin!

By Phil Davis | January 30, 2008 |

Seth Godin, internet marketer extraordinaire, will be our featured guest (Tuesday, March 4th 2008) on “The Name Game,” on the business channel at 12 noon PST (3pm EST). Join…

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The Number One Tagline Mistake

By Phil Davis | November 25, 2007 |

Tag lines can make or break a company. Nike’s “Just Do It” is arguably as famous as the company itself. For years, Coca Cola ads extolled “Coke Is It” and…

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Claricent – The Bright Way to Name a Consulting Company

By Phil Davis | September 11, 2007 |

Not all invented/coined words are created equal. Some have no linguistic basis and therefore no meaning (i.e. Xerox, Kodak, etc.) Every ounce of brand equity then has to be earned…

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