Strategic Brand Consultancy
Let’s say you are managing a brand that is about to celebrate its 25th-year anniversary. An interesting question pops up: Should you promote your company’s length of life? Should you say something like, “Since 1990”? When does it make sense to celebrate your brand’s history? What’s the right thing to do?
Are you considering to use numbers as a part of your brand? Then, you may want to learn about the symbolic meaning of numbers! For instance, why do you think 7 is the world's most popular number? Or does 5 have a gender? Which of the following is better to convey a sense of uniqueness? …
Donald Sterling, the disgraced owner of the Los Angeles Clippers has decided to sell his team, and Steve Ballmer, the former CEO of Microsoft placed a bid of $2 billion to purchase it. Since the NBA approved his proposal, now many people are wondering the same thing: Should Balmer rename the LA Clippers? Do they …
Interbrand’s explanation of brand architecture is: “The way an organization structures and names the brands within its portfolio.” The firm adds that: “There are three main types of brand architecture system: Monolithic, where the corporate name is used on all products and services offered by the company; Endorsed, where all sub-brands are linked to the …
Which one of these shapes is Booba, and which one is Kiki? According to Wolfgang Köhler's Booba/Kiki effect study, roughly 95% of people choose "kiki" for the sharp, angular shape and "booba" for the soft, rounded one. Even children as young as 2.5 demonstrated the Booba/Kiki effect. "But, how is that related to branding?" you …
This is the third and the last installment of our "Why do brand names fail?" series. The first part focused on the process-related mistakes. The second one looked at tactical errors. Our last installment has a combination of both. Let's roll. Names are very context-dependent. Therefore, you should carefully chose your style. A four-syllable Latin …
Previously, we talked about three reasons why brand names fail: not getting the right stakeholders involved early in the naming process, choosing an agency that does not have linguistic capabilities and relying too much on big brainstorming sessions. Today, we have four more reasons for you. Here we go. There are universally accepted criteria for …
Today, we will be talking about naming as a process. It is relatively easy to come up with a great brand name. It is much more difficult to secure that name legally. (According to Landor Associates, 90% of names created will have to be rejected due to copyright considerations.) Believe it or not, it is …
Coined words or descriptive ones? Family names or acronyms? What to do? How to decide? Today, I will give you some tips on identifying the type of name you should choose for your brand. Brand names come in all shapes and types. Some of them are descriptive; some of them are made up. Each type …
There is an urban legend... If you name your pet or baby, you are qualified to name your brand. We have busted that myth already. Now, it is time to bust another one: Is naming one robust, standard process that you use for all sorts of assignments? Actually, naming assignments come at two different levels: …