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Entries from December 2006

Naming Tips: Number 2 in a Series

December 28th, 2006 · No Comments

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

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Tags: Branding · Name Creation

Branding in a Vacuum

December 28th, 2006 · No Comments

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

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Tags: Brand Management · Branding · Positioning · Tagline Creation

More Fine Branding and Marketing Blogs

December 26th, 2006 · 2 Comments

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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Tags: Branding

Can the Brand Short-Circuit Direct Response Sales?

December 23rd, 2006 · No Comments

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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Tags: Brand Management · Branding

Naming Tips: Number 1 of a Series

December 20th, 2006 · No Comments

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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Tags: Branding · Name Creation

How do you Manage Customer Loyalty?

December 16th, 2006 · No Comments

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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Tags: Brand Management · Branding

Some Remarkable Branding & Marketing Blogs

December 16th, 2006 · No Comments

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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Tags: Branding · Branding Resources

Branding for Venture Capital

December 12th, 2006 · No Comments

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

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Tags: Branding · Branding Strategies · Positioning