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Archive for October, 2011

Naming

Brand Naming Strategy

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Brand Naming Strategy

Brand naming, whether it be corporate or product names may seem simple, however it is anything but. Generally, for a final brand name that makes it through all of the evaluation hurdles and is accepted by the client, hundreds, if not thousands of names were explored. So, what makes naming so difficult?

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Brand Positioning Brand Strategy Workshops Business to Business (B2B)

The B2B Brand Positioning Workshop

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The B2B Brand Positioning Workshop - Brand Strategy

The B2B Brand Positioning Workshop is a highly facilitated, day long experience designed to gain complete consensus among your organization’s management team and marketing leadership on the brand’s target customers, essence, promise, personality and archetype.

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Brand Management

There’s A Little Steve Jobs In Every One Of Us

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There’s A Little Steve Jobs In Every One Of Us

In thinking about the passing of Steve Jobs, it’s inspiring to be reminded there’s a little Steve in every one of us. All it takes is a personal decision to pursue a vision that matters to you with his level of unbridled passion and belief. And once that decision is made, never accept the status quo.

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Brand Identity

Successful Brand Identity Change Begins Within

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Brand Identity Gap Internal Brand Strategy

When organizations and brands are in the process of changing their identity, I’ve noticed a tendency that it’s easier for executives to focus their energy on “breaking the change to the world” through measured marketing communications, rather than creating a prior strategy of bringing the inner-vested into the identity conversation early on. People naturally want to know “why are we doing this, and what’s in it for me?”

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Brand Storytelling

Brands And Storytelling

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Brand Strategy Story Telling

Yesterday, I was drawn in again by a street person’s story. It is not the first time. If the story is good enough, it tugs on your heartstrings. While, as a brand marketer, I am always leery of being taken in by total fiction, at the same time, if the story is good enough, it doesn’t even matter if it is true. 

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