Branding Lessons from Cuba

Cuba is a fascinating country. With its weather, culture and history it might be “the” country to visit. Also, Cuba is special because of its politics: unlike China, Cuba is a communist country that does not embrace capitalism. In that sense, being in Cuba is a unique and a priceless experience that you can’t have [...]

When do you need to hire a branding expert?

When you create a new company or product: A branding expert can offer you many services including: conducting research, clarifying strategy, naming, tagline development, designing identity, business card and website design and creating customer touchpoints. When you decide to change the name of your brand: Some names don’t age well. Some names don’t have passports. [...]

Criteria of a good brand name – 3

This is the last installment of the naming trilogy. Previously we discussed naming criteria such as meaning and strategic fit. Today, we will focus on legal availability. Unless you own and trademark your brand name, it is not yours. I advice my clients not to get caught too much on domain availability. There are creative ways to get [...]

Criteria of a good brand name -2

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 naming

Having involved in many verbal identity projects, I must admit, naming is a deceptively difficult task. Most people (even some branding professionals) might think that naming a product or a company should be as easy as naming a pet or a child. Unfortunately, that is far from the truth. Why? Finding a strategically good name [...]