BrandTrue

Brand Strategy | Differentiation | Naming

By

Starbucks Does It Again?

 It’s clear that Starbucks really caught lightning in a bottle with the seasonal drink favorite Pumpkin Spice Latte. We believe that there’s some special magic in that name that has contributed to its success. They have other fall drinks they bring out. This year they’ve introduced the Apple Crisp Macchiato.

By

IS YOUR NAME BRANDTRUE

There are a lot of things to keep in mind when choosing between names. We’ve always used an informal checklist of the most important considerations. Recently, we made it a FORMAL checklist and we use the acronym TRUE to remember the four critical elements (Transparency, Realness, Uniqueness, and Engagement).

By

I FELL DOWN YESTERDAY

I was instantly, jarringly reminded that any new journey starts well before you step on the path, that your first steps are always the most roughly paved, and that you just need to push yourself past the gravel to get to the smooth rolling. I was grateful to be reminded that sometimes playing it safe is the most dangerous thing you can do.

By

Tall, Grande, Venti

A BIG TIP for pricing your services or products! You may have heard that you should offer three different pricing levels. But you probably haven’t heard about the right order to present them in. Behavioral Economics teaches us that we should present them in a counterintuitive order, with the most expensive item going first.