One of a series of blogs that briefly describe some naming techniques I’ve used with success.

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Having developed a great tagline – Never Follow – how come the Audi looks like a Chrysler?

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Here’s a real testiment to the virility of viral marketing. Last week The Viral Garden launched a campaign to publisize “smaller” blogs about branding, marketing, commerce and finance. We were asked to pass on their original list of blogs with additions of our own. At the time I added my candidate, there were some 20-25 [...]

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I know several folks in the direct response business who believe branding gets in the way of the sales message and distracts the customer. They don’t bother with a logo, or even a company name. Instead, they rely on compelling, detailed and benefit-packed copy; together with testimonials, references and endorsements; coupled with powerful offers, discounts, [...]

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Anyone who’s had the experience of naming a business or a product, service or event, know it can be frustrating and time-consuming. Often we’ve had to settle for a second-best effort because our first choices just weren’t available. I know that frustration. Our brand is on hold until the right name is developed. We are [...]

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I received an email notice of an American Marketing Association (AMA) training series to be held in three cities in early 2007. The advertised training is called “Managing Customer Loyalty”. The copy begins: “Customer loyalty is one of the most powerful weapons an organization has in its strategic arsenal.” Well, I question “where they’re coming [...]

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Mack Collier on his marketing blog, The Viral Garden, proposes the following” “Here’s the deal: In an effort to bring more link-love to those blogs that I feel aren’t getting their due, I’ve created a small list of blogs below that I’ve linked to. The idea is to create a meme built around giving link-love [...]

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Let’s say you’ve invented a new product that will require tons of capital to bring to market.

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