This post is about green for branding. It’s most telling association is with nature and health. In the U.S. it’s also the color of money. From pastel shades to deep forest green, it is one of the most versatile of colors. It accomodates red – think Christmas – blue and yellow.

[Read more →]

Let’s start with a secondary color instead of a primary, just to keep us on our toes. Orange is the color this week. Incidentally, the major source of information on individual colors I’ve used to formulate these blog entries is About:Desktop Publishing. You can access the entire color spectrum at http://www.about.com/cs/colorselection. It’s interesting that when [...]

[Read more →]

Without doubt, color is a vital element of branding. Except for a powerful brand name, color is the most important branding element, in my opinion, because of the emotional power of color. Color invokes associations and set moods. It may be a “subliminal” element in that most people will not consciously be aware of a [...]

[Read more →]

Number 20 in this series suggests collecting name examples and compiling word lists.

[Read more →]

In the 12th post of naming tips, I suggest using paint sample names as inspiration for product names, and paint company we color matchers for brand color combinations

[Read more →]

There are several situations that require a brand manager to review and reevaluate the brand. Quite often this is an activity dictated by an unexpected event or circumstance which intuitively calls for the review. These often occur because of competitive activity, particularly when inytroducing a technologically superior product. The event may also be something as [...]

[Read more →]

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

[Read more →]

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 [...]

[Read more →]