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Good, Better, Best

As brands get more sophisticated and expand their appeal to meet the needs of different consumers, brand-owners must create nomenclature systems to help differentiate and to help customers determine if they want the low end, the middle or the high…

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The Ripple Effect

We like, buy and fall in love with brands because they provide benefits. Coke refreshes, Nike helps us win, and LinkedIn helps us to connect and cultivate our professional networks. But where do a brand’s benefits begin and end? When…

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Brand Idea vs Tagline

Clients often ask: is a ‘brand positioning’ or a ‘brand idea’ the same as a ‘tagline’? In short, the answer is ‘no’. But, in truth the answer is ‘sometimes’. I’ll get to that in a moment. Brand positioning or brand…

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Quickly Forgotten

The following things are forgotten 5 minutes after a decision is made about what to name a product, company or service Any negative connotations or concerns with the name Any other candidates that were considered Internal bickering about preferred name…

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Have you got the guts?

We live in a time where making decisions is probably harder than it’s ever been. The world is full of abundant choice. Need a hotel? no problem – there’s hundreds to pick from nicely organized and cross referenced on a…

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