This is a true story. A new logo created by one of England’s top design studios for the Office of Government Commerce (OGC), a department of Briton’s Treasury. It was approved by execs and managers and then introduced with fanfare and brand new pens and mousepads to the employees. Only then had anyone thought to [...]

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I’ve been doing a series of blogs about brands that make me scoff – that is, brands that are incredulous. Usually this incredibility comes from specific ad campaigns rather than from a brand platform. How do I know? Because they’re vacuous.

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There are time when acronyms can make good names. But random letters, and that’s what they are when you can’t pronounce as a word, make terrible names.

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Finding qualified help to name your brand can be tricky. It’s also the smart way to go unless you’ve had extensive naming experience.

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In general, trade publications do an unimaginative job of naming. They usually go for a descriptive name. Yawn.

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Be sure to consider the associations, other than the one you intend, when evaluating brand names.

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Today I’m calling out Toyota and their bad Matrix model. I’m using “bad” in its original context – I don’t mean it’s, you know, good.

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No one seems to be doing a great job at it. Someone could step up and take a leadership roll in this category, but I’ve a feeling no one will.

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