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Simplifying Product Branding
Some of the most effective product branding is simple and direct. This is especially true when you have a limited brand building budget (and who doesn’t these days?). As reported in DMNews, Brinker...
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Why Most New Brand Names Are Doomed From The Start
(A NameStormers’ Viewpoint – August, 2010) Popular commercial brands generate a “positive emotional reaction from the human brain,” according to a study by the Radiological Society of North America....
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Less Is Not Always More
I was reading the New Yorker and came across an intriguing article about a fashion blogger prodigy, Tavi. She’s a fourteen-year-old girl who lives in the suburbs of Chicago and has quickly risen to...
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Managing Expectations
The Harvard Business Review published an article this month discussing two possible approaches when naming next generation products: 1. Brand-Name Continuation (or) 2. Brand Name Change. Callaway...
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The Coals that Started CorFire
We recently helped develop the CorFire™ name and a corresponding naming architecture for SK C&C. Here is a little background: The CorFire solution suite lets retailers, phone companies and others...
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Naming philosophies from the Naru, continued.
The Naru (Naming Guru) has emerged from the naming reflecting pool to finish sharing his/her branding perspectives from earlier this month. 5b.) Literal / descriptive names are better than emotional...
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Spin Me A Yarn – In 10 Letters or Less
Recently, a client wanted a name that “told a story.” A name that evoked certain historical references and ethos. This is not an uncommon request – oftentimes the expectations for the load a single...
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Pure Balance Tips the Scale
Hats off to Walmart who in an uncanny, or should we say uncanine twist, recently introduced a new ultrapremium dog food at a much lower price than comparable brands found in boutique pet stores or...
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Nutrilite: Small Product, Big Name
Like any triathlete with moderate knowledge of the sport, I take note when I see the IronMan logo on something or supporting a product. Not too long ago, I happened upon a page on the IronMan website...
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When Naming, Simple Is Better
When it comes to naming, simple is usually better. We believe this is true regardless of your budget. You are always battling for attention and today, in almost any venue, there seems to be more...
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