Great brands are like big pine trees, they work year round. I sometimes refer to these as “perennial” brand names, since they don’t have to be “replanted” every new season, or every time a company changes it products and/or services. What is the basis for an “evergreen” brand name? First and foremost, it must be […]
Picture the Perfect Business Name If a picture is truly worth one thousand words, then what better way to convey your corporate brand than with a metaphor? The hyperinflation of news and information requires branding strategies that disrupt, “stick,” and convey more than the literal product or service a company offers. A great example of […]
Naming an Internet based business or start-up can be a daunting task. Do you follow the zany likes of Google and Yahoo, or the more literal route of Hotels.com and Cars.com? Do you need to have the exact matching domain name as your brick-and-mortar business? And just how important is the .com vs. the .net? […]
A brand naming firm that’s worth its salt will do more than deliver a creative business name. They will see the proverbial “big picture” and set you up with a future marketing platform that will provide ongoing marketing campaigns. The complete corporate identity package should include… 1. A Great Business Name This is the building […]
The most common company naming trap is this – creating a new business name that’s accurate and descriptive, but utterly forgettable. And it’s easy to see how it happens. Unlike real life application, naming is usually done in a vacuum — with no context, no accompanying logo, web site or brochure copy. A group of […]
Distilling the Essence of Your Business You’re at a conference. Someone steps in the elevator, notices your name tag and asks, “So what do you guys do?” Quick! What’s your answer? You’ve got about 15 seconds before the doors open. For most business owners, getting to the crux of what they really do is the […]
The long-term cost of promoting a poor company name is far greater than the initial investment in a good brand name
“Ideally, a company’s identity should revolve around one “pivot point,” a common thread that runs through everything a company says and does.”
I took a call from Jason Del Rey a few weeks back about an interesting branding story he was working for Inc. Magazine, for which he needed an expert opinion. Skinner Baking Company had long supplied regional grocery store chains with an unbranded pastry for their bakeries. Now the owner wanted to “brand” the product […]
Looking to create a new company name? Ask yourself these four important branding questions before creating your new business identity. With the all the bumps in the economy the past few years, many experienced mid and upper level professionals are striking out on their own, leveraging their expertise to build their own future and control […]
In a “down economy” (are you just a bit tired of hearing that phrase?) it’s easy to resort to knee jerk reactions when it comes to marketing your brand. When business is good, it just seems to pour in with little to no effort. When things slow down, it’s tempting to start hunting clients vs. […]
Inc.com today announced their list of the top ten best and worst company names of all time, based on feedback of top naming experts nationwide. Tungsten Branding’s recommendations comprised two of the top ten names (Amazon and JetBlue) as well as three of the ten worst names (Books-A-Million, Ruth’s Chris Steak House, CompUSA). Naming is […]
