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Entries from November 2006

Naming With Initials: a Bad Idea

November 30th, 2006 · No Comments

Just because IBM, RCA, AIG and MSN use initials to identify themselves doesn’t mean it’s a good idea. Company names should mean something, convey a concept or set a mood. There are very few three-initial brand names that do so.Initials have no personality They don’t resonate. They don’t elicit emotion. They communicate no passion, history […]

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Tags: Branding · Name Creation

Brand the Business or Brand Its Offerings?

November 24th, 2006 · 2 Comments

Your brand platform and your branding strategy should dictate which. We all know Proctor and Gamble emphasizes product brands. Tide and Crest and Pringles stand on their own. As they say in hi-tech, the company is “transparent” to the consumer. During my time at IBM, we didn’t brand the products as such, we just named […]

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Tags: Brand Management · Branding · Branding Strategies · Name Creation

Positioning Isn’t Dead, It’s Just Back Home

November 23rd, 2006 · No Comments

When Al Ries and Jack Trout first introduced positioning in their 1981 breakthrough book, Positioning: The Battle for Your Mind (I own a first edition), they espoused the idea that market participants were responsible for positioning products. In other words, customers perceived products differently one from another. As marketers, we could measure those perceptions and […]

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Tags: Branding · Branding Strategies · Positioning

Sequencing your brand development

November 21st, 2006 · No Comments

I wonder just how many entrepreneurs have come to me for help with establishing a brand or developing a brand strategy, but are dead set against changing the name they’ve already chosen? I can count twelve, and I’m sure there are others. Same thing has happened when one proudly presents a logo their 14-year-old daughter […]

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Tags: Brand Management · Branding · Name Creation

Source of 10,000 Brand Names

November 16th, 2006 · No Comments

Since the name is the rallying flag for your brand, it pays to spend the time and energy required to either find or create a really unique and relevant one. The success of your branding efforts begins with the name. Now “finding” a name means looking for existing names that suit your product or business […]

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Tags: Branding · Branding Resources · Name Creation

Linguistic Branding and Nicknames.

November 14th, 2006 · No Comments

While ranting about company nicknames in my previous two posts, I remembered something I’d seen on the web site of Lexicon Branding several years ago. Lexicon is one of the premier sources of powerful brand names in the world, branding products as diverse as Swiffer, BlackBerry, Ridgeline and Evista. Lexicon relies heavily on linguistic constructions […]

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Tags: Branding · Name Creation

Nicknames for brand names: the trend continues

November 13th, 2006 · No Comments

My Friday blog was concerned with companies adopting nicknames when, apprarently, the original brand name wasn’t “catchy” enough. Here’s another example of branding a nickname: Southern Comfort, a flavored whiskey with rich traditions and associations, has taken to calling itself “SoCo” in their commercials and on their web site. Now you do save two syllables, […]

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Tags: Branding · Name Creation

Owner-Originated “Nicknames” Replacing Brand Names?

November 10th, 2006 · 1 Comment

Is this a trend: replacing or supplementing time-honored brand names with short, clever nicknames? Seems several high-profile companies are doing it, and I’m not sure why. Do they think a nickname will make them more “folksy”, more informal, more “with-it”? Or is it a deliberate attempt to rebrand? Whatever the case, I don’t believe it’s […]

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Tags: Branding · Name Creation