Taking Advantage of a Crisis: Marketers Should Avoid Over-Hyping Around Trends

Share

Trend chalk

I spoke with a reporter from the Dallas Morning News last week. He wrote a fantastic column (no longer in the archives, unfortunately) on the surge of marketing directed at combating the swine flu pandemic.

There’s a quote from me about resisting the temptation to be trendy. Naming consultants above all need to be wary of this temptation. Any new brand name that keys on a temporary trend risks becoming obsolete as soon as that trend fades away. This is particularly true in technology, where things can change in a heartbeat. But whatever the category, brand names need to have the flexibility to grow with your company (or product) over time.

RELATED NEWS

Awards are a great way to boost your business’ accolades and credibility. Here’s how UpCity customers are taking charge. Awards...
11.11.2022
What’s in a name? A lot, when it comes to small-business success. The right name can make your company the...
09.05.2022
When the World Health Organization announced in May 2021 that it would start using letters of the Greek alphabet to...
08.11.2022