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

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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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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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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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