No judgement! A lot of very smart people come to us saying that they want help with brand architecture, but what they’re really looking for is help with their portfolio strategy.
What Lurks Beneath
What Lurks Beneath When Evaluating Names? I’ve been studying a lot of Behavioral Economics lately and it points towards how influenced we are by the mental shortcuts that make our decision-making easier. It’s incredible, and a little daunting, to think about all the factors that are in play when it comes to evaluating a brand name.
Does This Name Suck? No!
Does the name Fluke Transportation suck? I’ll spoil the HIGH SUSPENSE right away by saying it doesn’t suck at all.
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.
What Don’t You Know?
At the risk of oversimplifying things… it can be very simple. When undertaking a big branding project the complexity of the task can be overwhelming.
Risk & Reward
Do you agree that eliminating all danger can eliminate the upside, too? We find this to be especially true with naming brands. Sometimes the very best names are the hardest to sell to management, because they go big; they’re edgy, quirky or daring in some way.
It’s A Little Bit Punny
How do you feel about puns? For brand naming, we think they work really, really hard because they make more connections in the brain. They’re also just delightful!
Better Way to Communicate
You already know that you need to learn as much as you can about your customers or consumers. Here’s another tidbit to look out for, courtesy of the brilliant William Leach and his powerful book Marketing To Mindstates.
Why “tell the truths?”
Why do we say #tellthetruths at BrandTrue? Because there are layers upon layers of truth and staying at the surface is no way to build connections – for brands or even for people!
