(Excerpt) Stay focused on serving, and replicating, your core customers. Become a trusted resource and build a base of fanatical fans. The money should be proof of performance, not the end goal. When clients consider you a “must have” member of their team, your ability to charge more, grow margins, and increase profit will only increase — and so will referrals. – Phillip Davis, Tungsten BrandingRead More
“Don’t water down your branding efforts in the new year trying to be all things to all people,” says Phillip Davis, president of Tungsten Branding, a Brevard, North Carolina-based brand development firm. “Just focus on reaching the people who resonate with your company and your core brand message.” Determine which media platforms your best customers live on, and then truly build a presence there, he says. But first take stock of how your brand fared in 2017. For your website, tools like Google Analytics can help you observe trends in traffic, unique visitors, and referring web sites, Davis says. Sites such as SEMrush.com can show you how your site stacks up to competitors in terms of keywords, number of backlinks, and other key information, he says.Read More
“This is a company looking to communicate a sense of ubiquity,” said Phillip Davis, president of Tungsten Branding, a North Carolina firm that provides company naming services. “Walmart is saying…Read More
(Excerpts) In the wake of widespread sexual harassment allegations against Harvey Weinstein, the company that bears his sullied name is reportedly considering a rebrand. A rebrand and new name are unlikely to make…Read More
Should you choose a business name for a professional edge, or does using your own name offer a personal touch?
It’s a question Phillip Davis, President of Tungsten Branding, often hears – and not just from freelancers. Consultants, lawyers, and other “independents” struggle with this choice, he reports. On the one hand, there’s ego and the potential thrill of seeing your name on the door. Some freelancers believe they are established enough in an industry to warrant using their personal identity for name recognition. For them, Davis says, it’s a mental struggle of giving up a bit of notoriety for the potential of a more fitting and scalable brand name to reach the bigger, untapped market. “Often the resistance to a company name is due to the creative struggle required when coming up with a business brand name. It takes effort to drill down and determine your company’s reason for being; its ‘pivot point’ or that critical center value proposition around which your entire service offerings revolve,” Davis explains. “Finding that key differentiator and creating a cohesive and compelling identity that captures and conveys that message is challenging.”Read More
(Excerpts) As part of an effort to change the way consumers perceive the company, the company has proposed a name change that would turn Smith & Wesson into American Outdoor Brands — a matter that shareholders are widely expected to approve.
Phillip Davis, president of Tungsten Branding, a name development and rebranding firm, said the name American Outdoor Brands is a savvy pick because helps to reposition Smith & Wesson in the minds of consumers and also invokes a patriotic sentiment — that to be against Smith & Wesson’s gun business is to be against America itself.
“It’s always a good idea to reposition your brand to be more palatable and congruent with not only your values as a company but also the values that are more readily acceptable to the public in general,” Davis told Salon. “By putting the name ‘American’ in front of ‘Outdoor Brands’ the company is trying to reaffirming that it represents American values. Strategically, it’s a great name.”Read More
(Excerpts) When the founders of Tesla Motors set out to prove that electric cars could improve upon gas-powered vehicles, one of the earliest roadblocks they encountered was something much less grandiose.
They couldn’t register Tesla.com because it was registered in 1992 by somebody else. The company registered TeslaMotors.com in 2003 instead, something that naming and branding experts say was a smart move.
“It comes at the worst time: when you have the least amount of money. You’re already intellectually, physically, financially stressed out and that’s when you’re expected to come up with this genius,” said Phillip Davis, president of Tungsten Branding.
“Dot-com will always be the downtown Manhattan real estate of the domain industry. It’ll always be the Manhattan address. Having said that, does every office need to be in Manhattan?” said Davis.Read More
(Excerpts) First came the slogan. Then the ads. Now the beer.
The Las Vegas Convention and Visitors Authority will introduce a limited-edition #WHHSH beer during a promotional party Saturday and Sunday at the Ingleside Inn in Palm Springs, California. The event coincides with the Coachella Valley Music and Arts Festival, which will run Friday through April 24 in Indio, California.
Phillip Davis, founder of Brevard, North Carolina-based Tungsten Branding, said the beer makes a two-dimensional pitch (print, video advertising) three-dimensional and sensory. Walt Disney theme parks have used a parallel tactic, he said, pumping in scents — salty sea air on a “Pirates of the Caribbean” ride or fresh-baked cookies on Main Street — to heighten experiences.
“You’re adding taste, you’re adding sensation,” Davis said of the #WHHSH beer. “And that it’s beer befits Las Vegas’ overall theme for being adult-oriented. They’re not doing it on a soda. It’s ingenious on several levels.”
The hashtag, a signpost on Twitter, and initials serve as an insider’s wink, Davis said.
“Adding a twist to a twist creates more of an inside joke,” he said. “If you get the twist on the twist, it makes you feel like more of an insider, more part of the ‘it’ club.”Read More
(Excerpts) The National Law Journal spoke with branding expert Phillip Davis, president of North Carolina-based Tungsten Branding, about the naming brouhaha and what George Mason should do now that #ASSLaw has taken on a life of its own. (Yes, there is a parody Twitter account). His answers have been edited for length.
When it comes to branding mistakes, how bad is this one?
A couple things come into play. Sometimes these things can be explosive and horrible, but they fade quickly. The example that comes to mind is when Apple announced the iPad. The number one trending hashtag on Twitter was iTampon. Apple walked right into it. That was absolutely the hot topic of the day and that lasted about two to three days. The reason that faded is when you have an 800-pound gorilla, it will outbrand most mistakes. The question is: Are you an 800-pound gorilla?Read More
(Excerpts) As the craft beer and spirits category grows larger, it’s getting hard to select a unique, marketable name for a new beer or spirit. The shelves are bursting with beer brands bearing catchy names like Brew Free! or Die IPA, Smooth Hoperator, Sexual Chocolate Imperial Stout and Dead Guy Ale. Phil Davis, the founder of Tungsten Branding is keenly familiar with delights, challenges and potential roadblocks associated with naming craft beverages. Davis said that creating a truly unique name for a beer or spirit is a lot more difficult than it appears. “There’s more groupthink than people are aware. When you think you’re being extremely unique, you’re probably following a trend. It’s like the classic lament of teenagers who say ‘I want to be different — just like my friends'”Read More
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