We’re so intrigued by the idea that giving a concept a name gives it more power, and sometimes even brings it into our consciousness.
Does This Name Suck? NO
Does This Name Suck? Bombas.
Nah, it doesn’t suck, but they don’t exactly knock our socks off, either. They just barely make it across the suckiness threshold.
That’s Not Brand Architecture
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.
Bright Red Thread
We mostly talk about naming around here, but we do a good bit of Brand Architecture work, too, so I thought it would be fun to share a simple principle of brand architecture.
A Match Made In…
What’s your favorite crazy brand partnership? Please share! I just learned this morning that Peeps teamed up with Pepsi last year and that one strikes me as gagalicious. Not the good kind!!
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? Nope
What do YOU think? Is Zappo’s a great name or does it suck? In this video we take the famous online shoe retailer through our TRUE filter to determine whether the name sucks.
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.
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.
