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 well established brand, is just too great for many business owners and brand managers. In many ways it parallels the way we Americans have tapped […]
Company Brand Names That Use Alliteration When naming a company, one of the most important branding criteria is memorability – the likelihood that a customer will retain and recall the business name. The more “sticky” the brand name, the greater the recall. One of the stickiest techniques in company naming is the use of alliteration […]
Tag lines can make or break a company. Nike’s “Just Do It” is arguably just as famous as the company itself. For years, Coca Cola ads extolled “Coke Is It” and later “Coke Adds Life.” I can still recall (okay… I’m not that old, I just have a really good memory…) that “Winston tastes good, […]
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 and instilled through years of hard work, money, and gradual customer acquisition. Most entrepreneurs and start ups don’t have the luxury of time or money […]
