This video is about brand authenticity because it’s central to our thinking at BrandTrue. It’s what allows brands to meaningfully connect with their people. I introduce the idea of “gold-digging,” which is what I call it when brands listen to the voice of the consumer, so important, but without any view to what is their own true why for serving, other than making money.
Bringing Our Full Selves to (Remote) Work
On top of all the other changes we’re seeing in how companies try to continue doing business during this insane time, I’m particularly awe-struck by a seismic shift in work culture at the emotional level.
Just For Pun
How do you feel about puns? What about punny brand names? Anyone who follows my branding content knows that I love, love, love this kind of name!
What’s Your Shop Window?
What’s Your Shop Window? The idea I share here is to think deeply and strategically about what your brand’s shop window is, or how people find you. The video discusses this specifically in the context of selecting brand names, but the point applies more broadly, now that so many brick and mortar businesses are closed for a while.
Are The Coronavirus Emails Brands Are Sending Brand-Building?
How do you guys feel about all the coronavirus emails brands are sending? Is this brand-building? Is it working? Does it just feel like opportunistic pandering or has this kind of display of concern become the new table stakes?
How To Make Brand Names More Memorable
A tip to make brand names more memorable! In this #tellthetruths video, I talk about a way to make it easier for people to remember your brand name. Make sure it has some meaning in it! It can be directly related to what you offer, or it can be metaphorical. But either way, this technique can help.
New Age Rules For Branding
What can we possibly learn about branding by applying a new age, spiritual lens? Check out this #tellthetruths video where I apply the four questions of cultural anthropologist Angeles Arrien to the task of creating and managing brands.
Naming Using Emotional Benefits
How can you make brand names that are more interesting and evocative? Use emotional benefits to inform your brainstorming. The idea here is that you want to think about the emotions, desired feelings and attributes that you’re going for, and then think about which words evoke those desired responses.
The Power of Your Name’s Descriptor
How can you add extra power to your brand name? Believe it or not, those “throwaway” generic descriptors that describe a brand name, like laundry detergent, adhesive bandages or photocopier machine can sometimes be used to add an additional oomph of differentiation and descriptive power to a brand’s name.
