There’s a brand name formula? An easy answer? No, of course not. But there ARE three questions that you can ask yourself to help figure out if a name is doing what you need it to do. It’s a start!
What Up, Witches?
Certain words, like “bitch” can take on a broad range of meanings that are context-dependent, and how it can be really powerful to develop brand names that play with that conceptual power and plug into the popular culture.
Rule of Thumb
One of the things my readings got me to thinking about is that a brand is really just a heuristic or a mental rule of thumb. It’s a way that our lazy (or at least energy-conserving) brains use to make decisions without a lot of effort.
Life, Death & Fitting In
Why am I wearing a mask in this week’s video? Because we have to acknowledge that the marketing messages we put out there play a role in shaping the culture.
Brands Real Truths
What is a brand’s real truth? Why does it matter? In this video I share some fun examples of the deep truths that I believe live within some well-known brands.
Brands Can Change Course
When you screwed up, fix it! That’s good brand stewardship. That’s managing your equity!
The Formula For Renaming A Brand: Part 2
How can you know whether it’s a good idea to rename your brand? Last week’s video dealt with the obvious cases. But today I address what to do when the situation is more nuanced.
When It’s Easy To Rename Your Brand: Part 1
Sometimes it’s a difficult decision to make, but sometimes it’s quite easy to know that a brand name needs changing, such as when you’ve experienced a PR disaster and you need to take fast action. The recent changes in the Aunt Jemima and Uncle Ben’s brands come to mind.
Does Your Name Have To Be Unique?
Clients often worry that they can’t use a name if someone else has it. While we love to have unique names whenever possible, it’s not necessarily the kiss of death if someone else is using the word you want for your brand.
