Names can do more than just identify offerings. Two more functions: they can convey a benefit or trigger an emotion.

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In order for a brand to cause “buzz”, there must be tension between the novel and the familiar.

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Aligning the brand before launch is the final step in this series concerning branding basics.

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In this entry I address two functions of the name other than identity: expressing the brand’s personality and positioning.

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Of all the elements that help define a brand and identify its basic core, the name leads the brand band.

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Speaking today of graphic standards and consistent presentation of your brand and all its elements.

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This series presents naming tips and ideas. This entry addresses “what is to be named” and “the naming brief”, both considerations befor you tackle name generation.

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This is the 10th blog on the basics of branding. This particular entry addresses the function and need of taglines, aka slogans.

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