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Entries from August 2007

Branding for Referrals? Tell a Story

August 29th, 2007 · No Comments

Your brand’s story should be based on Scott Degraffenreid’s N.U.D.E. Model (novelty, utility, dependability and economy) if you will rely on referral business.

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Tags: B2B Branding · Brand Management · Branding · Branding Strategies

Naming Tips – Number 32 in a Series

August 27th, 2007 · 1 Comment

Here’s another set of criteria to help you evaluate name candidates. This one applies weights for importance of the criterion to scores of each candidate’s performance for those criterion.

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Tags: Branding · Name Creation

Camel No.9 stirs up Victorian age rage

August 23rd, 2007 · 6 Comments

R.J.Reynolds has tried to extend the Camel brand to appeal to women, and in so doing has alienated women and public health organizations. But they’ve also damaged and diluted a macho brand with 75 years of positioning behind it.

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Tags: Branding

Branding for Referrals: Think Networks Instead of Markets

August 20th, 2007 · 1 Comment

Here’s a new perspective concerning markets. Now look to become a trusted member of a network of folks with like interests instead of defining markets by demographics and psycographics.

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Tags: B2B Branding · Branding · Branding Strategies

Naming Tips – Number 31 in a Series

August 16th, 2007 · 1 Comment

Here’s another set of criteria for evaluating brand names.

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Tags: Branding · Name Creation

Make it simple to refer a brand

August 15th, 2007 · 1 Comment

I’ve quoted Scott Degraffenreids’s book, Embracing the N.U.D.E. Model: The New Art and Science of Referral Marketing, as it pertains to branding. One of his basic assumptions is that people refer products and services to their friends and acquaintances in order to look good in the eyes of the referee. Referrers like to be thought […]

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Tags: B2B Branding · Branding · Name Creation

Brands and Color:number seven in a series

August 13th, 2007 · 2 Comments

Still going around the color wheel, we’ve finally come to primary color, red. This is a color of mixed messages and associations. First, red is powerful and aggressive. It tends to dominate other colors in combinations. We all know it’s a warm color. And at its most intense, red is associated with hot. It invokes […]

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Tags: Branding · Branding for Referrals · Branding Resources · Creativity · Graphic Standards · Logo Development

A Trademark is the Narrowest View of a Brand

August 9th, 2007 · No Comments

The concept behind trademarks: their sole legal purpose is to identify the source of a product, company or service, not to name it. Company names aren’t trademarked.

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Tags: Brand Management · Branding