Previously we talked about memorability. Today, we will take a look at the second criteria if a good brand name: strategic fit. A strategically fit name should support the positioning of the brand. Whatever the brand promise is, the name should support and reinforce it. There are many ways of generating a strategically supportive name. Here are three of the …
The art of crafting compelling messages
Previously we talked about the basics of a messaging matrix. That is a tested a proven method that will improve your communication effectiveness. But, what will make your matrix stand out are the actual messages. In order for a message to stick, it should be compelling. Today we will discuss what makes a message more compelling. …
Four keys to persuasive writing
If you want to communicate more effectively, then there are two things you could do: First, you can map out your brand messages. That would provide you with a structure. Second, you have to write in a way to make your words stick. Here are four keys to persuasive writing. Relevance Relevance is the most …
The new logo of Yellow Pages
Not too often an iconic Canadian brand changes its logo. So, this is big news... and an exciting one too. My first reaction to Yellow Pages' new logo was not totally positive, so I decided to sleep on it, before writing this post. Let's start by giving you a little background info. Their CMO said: “The new …
How to conduct a 360 stakeholder audit? -2
Previously we talked about the importance and identification of your stakeholders. Let’s continue from where we left off. Not all stakeholders are equally important. You should focus your attention to the “key” ones. Who are they? They are the ones who can affect (and will be affected by) your branding project. You have to get …
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Criteria of a good brand name -1
My clients often ask me: "What makes a good brand name?" I judge the desirability of a brand name by three dimensions: memorability, strategic fit and legal protect-ability. Let's start by exploring the first criteria: memorability. Our brains constantly computes information. According to the information theory, the human body sends 11 million bits per second to …
What makes a great brand name? – Part 1: Memorability
"What makes a great brand name?" We can use the desirability of a brand name by three dimensions: memorability, strategic fit and legal protect-ability. Let's start by exploring the first criteria: memorability. Our brain is a marvel of evolution, an organism that continually computes information. According to the information theory, the human body sends 11 million …
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8 ways to attract and retain young talent
According to Steelcase’s 2006 survey Millennials already make up 21% of the workforce in the US. This number will only go north in a couple of years. I assume by now you have realized that young employees are not conformists, they don’t want to play by the old rules. So, whether you like it or …
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How to increase the effectiveness of your communications -3
As you may remember, previously we explored two of the three pillars of communication. Today, on the last instalment of this trilogy, we are going to concentrate on the last pillar of communication: To whom are you talking to? Persuasion is a tough task. All people are not alike. However, if you pay attention to …
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How to conduct a 360 stakeholder audit? -1
What is the fundamental difference between advertising and branding? While they might be amply distinct, I believe the key difference between the two is who they target. The primary -actually sole- focus of advertising is customers, which is understandable. On the other hand, branding practitioners need to have a wider concentration. They work with “key stakeholders” of an organization. Why? Because a company’s …
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