This week it was announced that a pilot program will allow advertisers to expose an ad message to airline passengers through the medium of airport security tubs that pass through the X-ray with your belongings. The message is silk-screened to the inside of the tub, so as you unload your computer, shoes and whatever else required by any given [...]

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Number 2 in a series for entrepreneurs on establishing their brand from the beginning: Brand Smart from the Start

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If you’re going to be naming lots of products and businesses over time, you’ll probably want a library of good reference books. They can be invaluable. I own some 75 dictionaries, thesauruses and other word-oriented reference books. Yes, I’m a little obsessive and compulsive. But I’ve purchased most of them from used book dealers and [...]

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As a branding consultant for smaller businesses, I’ve found it beneficial to assume my first-time clients lack knowledge of branding and of the branding process. This may sound presumptuous, but even those with some half-formed opinions (a little knowledge is…) find it helpful when we begin with a “back to basics” approach. I call this [...]

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My experience has been that many smart, innovative entrepreneurs have no idea what a brand is, much less having a clue as to how onewould help their enterprise. (That’s why I founded Signature Strategies some 12 years ago.). Stanley Moss of the London-based branding consultancy, DiGanZi, shares some definitions of “brand” he has collected from [...]

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