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 …

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 …

How to increase the effectiveness of your communications -2

Previously, we summarized the three important aspects of communication as Who says what to whom? Today we are going to concentrate on the second aspect: "what." What you say? There are several ways to improve the effectiveness of your what you say. Here they are: Emotional messages are more powerful than logical ones. Especially messages …

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