March 18, 2015
Coined, empty vessel names carry no meaning for the average consumer. Kodak? Exxon? Zappos? Zoosk? Adidas? Meaningless, the lot of them, and that is their first huge advantage. Because empty vessel names harbor no pre-existing definitions or associations, they can be the most utterly distinctive. Any other name derived from an existing word will share […]
January 29, 2015
It’s a dog eat dog world out there among hotels for humans. By that I mean, hotel chains have been vying for new business in new markets like never before, from the AC Hotel Bourbon to Hyatt’s new offering, Hyatt Centric. Hyatt Centric, launching this year, is a chain of hotels in major cities that […]
March 5, 2014
This article originally appeared at MarketProfs OK, you’ve bitten the bullet and decided to hire a naming firm for your next branding initiative. You’ve researched and vetted several firms, and you’ve picked one that feels like a good match. It’s not an insignificant investment, and there’s a lot riding on it. So what do you […]
January 12, 2009
I have here two key tenets of global branding, related to Telecom branding. Hold these close to your heart! 1) Good brands don’t cover up bad service (more likely, bad service will kill any brand). 2) If the competitive field is level (everyone basically offers the same features and benefits), your brand is the one thing […]
October 10, 2008
Here’s another excerpt from our handy dandy naming manual – it’s like a car manual, only about naming! We’ll be posting 10 different sections on a weekly basis, so please come back every Friday for more. If you like what you see, please download a copy of your very own, or write to us and […]