The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
Number 32 in our list of the 40 Most Common Brand Problems lingers on packaging, business cards and buildings…
Common Brand Problem Number 32: Choosing generic (non-proprietary) brand names
Analysis: While it might be tempting to choose a name that describes your product or service, it’s a mistake. The name can soon become confused with that of every other brand that takes a similar approach or worse yet, it can link the brand to an outdated product or technology.
Key Point: Consider brands that include “sys” or “tech” in their names. Is it easy to tell them apart? In retrospect, how about the wisdom of the “Cellular One” name now that PCS and other technologies have moved us past cellular? Own a name that is suggestive of a timeless consumer benefit (Aris Vision Institute – for laser eye surgery) or one that is “coined” and whose meaning you can define through consumer communication (Kodak or Xerox).
Sponsored By: Brand Aid