Why do major advertisers adopt taglines that mean nothing? They espouse platitudes instead of differentiated, benefit oriented promises.

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Singing the praises for the branding of this tattoo fading product, Wrecking Balm. Name, logo, tag and package all work together, and I’ll bet, cause word-of-mouth, aka viral, activity.

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This blog is one of ten or twelve about branding an auto dealership contributed by members of the Branding Wire posse of branding bloggers. My take is that without a change of business model and mind set, auto dealers will always lack credibility when stating that they are “differnet”.

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A BrandingWire entry: this site participates in a monthly common blog fest about a single subject. This month, the resort town of Estes Park, Colorado. The branding blog contends that Estes Park has an inferiority complex.

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

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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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If you create branding elements that become memes, you’ve probably got a winner, but be careful of adopting an existing meme as a brand element.

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This week’s naming tip requires patience and dedication. Just learn all you can about the creative process and problem solving. Yes, think of naming as a problem solving activity. With that in mind, learn and try the various systems and methods that have been used and endorsed by copywriters and other “creatives”. Three come to [...]

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