There's obvious appeal in selecting a descriptive, generic brand name. But when you do, the…
Blog
09/11/2019
BRAND MEANING: Getting to the Heart of the Matter
Know Your Marketplace. New marketing finds itself in a state of dramatic change – a type of evolution
01/08/2015
BRAND CONNECTION: Integrate design & delight
Customer insights – understanding what truly inspires your customers – should drive your business. It’s within these understandings
11/03/2010
BRAND STRATEGY: Determine your destiny
Strategy drives performance. Yet so many marketers rely on tactics alone to yield results. Asking the right questions
01/23/2010
BRAND TRAP: Avoid generic brand names
There’s obvious appeal in selecting a descriptive, generic brand name. But when you do, the marketplace traps you
09/16/2009
BRAND NAMING: Protect your investment
At the moment of its creation, your brand has the opportunity to start out strong. When you name