1. More than “houses” David Aaker’s famous edict of "House of Brands" vs. "Branded House" is a neat way of summarizing the two main types of architectures, but it’s only the tip of the iceberg. 2. The family tree A…
1. CONFIRM THE MOST IMPORTANT DECISION-MAKERS Before you do anything, figure out who needs to be involved. Who’s in charge? and when the right time is to engage different stakeholders? With corporate names, the final name decision will eventually go…
Last year, Amazon raised eyebrows when it announced a healthcare venture with Berkshire Hathaway and JPMorgan Chase. It was still in the planning stages at the time, but now the tech giant and its partners have stepped out of the…
In 1795, history was made when distiller Jacob Beam sold his first barrel of whiskey "Old Jake Beam Sour Mash" from the family distillery which was known as Old Tub. The company didn't formally change its name to Jim Beam…
Underneath the immortal Shakespearean headline were several major corporate name-change news stories. First WeightWatchers, announced a name change to two letters (‘WW’), then on Weds, DunkinDonuts declared that the business would be called Dunkin dropping the Donuts descriptor. CNN also…
Naming your business right can make or break your company. A good company name is essential to a healthy brand’s lifetime. While names such as Pinterest might seem random and lucky for catching on and becoming verbs, they’re not. What…
Anheuser-Busch InBev is adding another brand to its craft-and-import-focused, “high-end” portfolio with the launch of Veza Sur Brewing Co. this summer in Miami. The beverage megacompany has tapped Colombia’s Bogota Beer Company and Oregon’s 10 Barrel Brewing for the collaboration.…
As our means of acquiring news and information continue to digitize, so do the media outlets who provide us with news stories. The Huffington Post, provisionally known as HuffPost has officially adopted their informal title along with a bold modern…
Would the movies ‘Fantastic Beasts and Where to Find Them” and “Rogue One” have performed as well at the box office if J.K. Rowling and Star Wars were not endorsing these titles?
There are many brands whose promise or promises are universally felt or received. Drink a Starbucks espresso and you’ll get a moment to yourself, a little breather, a minute to reflect, as well as a little pick me up from…