avatar_48x48
Contact BSI
Derrick Daye
888.706.5489 Email us

Author Archive

Brand Legacy

Reviving A Legacy Brand

By

Brand Strategy Legacy Brand Fresca

Ovaltine is reintroduced with new advertising but the same old orange jar. Sales of the century-old, malt-extract, milk flavoring powder doubled in the first 100 days. Coca-Cola brings back the 40-year-old Fresca brand of citrus soft drinks with a graphics makeover and new flavor combinations.

Read More
Naming

4 Do’s And 1 Don’t For Smarter Brand Naming

By

Brand Naming Brand Strategy Earthgrains

1. Do go for quantity. Nine of any ten names generated (by any method or means) fail to get through an availability screening. And this is not a new problem. When the Coca-Cola Company introduced its first diet drink way back in 1963, an IBM Model 1401 computer was programmed to disgorge every four-letter combination containing a vowel. Out came 250,000 combinations. Then 600 names were examined as possibilities. But only 24, a mere four percent, had no conflict with existing trademarks. One of them, Tabb, was shortened to Tab.

Read More
Naming

Brand Naming Origins: Twitter, Yahoo!

By

Brand Naming Origins: Twitter, Yahoo!

Ever wondered where the brand names Twitter and Yahoo came from? If you’re thinking there’s going to be a scientific or high-tech explanation, think again.

Read More
Naming

Brand Building With Sports Sponsorships

By

Brand Building With Sports Sponsorships

So the Charleston RiverDogs are offering naming rights to their new baseball stadium. Should you bite? Here are seven questions to ask about any sponsorship deal with a professional sports team.

Read More
Naming

How Did Apple Computer Get Its Brand Name?

By

How Did Apple Computer Get Its Brand Name?

One of the many sidebars to media coverage of the death of Steve Jobs in October 2011 was an old question: Where did the name Apple Computer come from?

Lots of speculation has floated by:

Read More