Author Archive
Some tips for finding the right brand name
Often, a new name for an entity (product, brand, company) is hard to agree on because the solution is too new, too unfamiliar. Brand owners can reject ideas without giving them time to catch their imaginations. How can we help brand owners see the potential in a name?
In: Brand communications, Brand Strategy, Naming, Viewpoints · Tags: Brand identity, Brand language, Branding, Renaming
Any name you like, as long as it’s black
“What I’ve learned in my career is it’s product that matters, not the name.” This is a big gauntlet thrown down by Ford marketing chief Jim Farley in a recent USA Today article; a whole chicken and egg debate about the place in marketing of the brand name. Surely, no one would doubt the importance of a brand name? Would they?
In: Brand Strategy, Naming, Viewpoints · Tags: Automotive, Brand naming, Cars, Ford, USA Today
The Apostrophe is dead. Long live the Apostrophe.
Waterstones has lost something. The once definitive bookshop is moving ahead without its apostrophe (and yes, I did have to think twice about whether to use one there) and this has set up a media storm of Biblical proportions. What does this mean for a brand name?
In: Brand communications, Corporate Identity, Fonts, Naming, Retail, Viewpoints · Tags: Apostrophe, Books, Copywriting, Waterstones
A Review of new brand names in 2011
Here are a few contenders for best or worst name of 2011, although there can never really be a truly bad name – just names that get you noticed, those new ideas we all dislike at first, but which grow on us eventually…
In: Brand communications, Corporate Identity, Digital, Food and Drink, Naming, New launches, Ooh that's nice, Product design, Retail, Technology, Viewpoints · Tags: Amazon, Avios, Bacardi, Beckhams, Diesel, Haircare, Kindle, Netflix, Personal care, Pinterest, Quikster, Ralph Lauren, VO5, Waitrose
Will a new brand name dilute your Staines?
Our naming expert Andy Kirk responds to the renaming of Staines, as Staines-upon-Thames. Will it be credible?
In: Brand Strategy, Naming, Viewpoints · Tags: Renaming, Staines-upon-Thames
What should Apple’s new TV be called?
Pundits are already calling the new Apple TV the i-TV, which, certainly in the UK, is raising as smile because one of the major broadcasters is ITV. Maybe this is a chance for them to out-do everyone and surprise with a new style of naming. If Amazon can do it with the Kindle, why not the beloved Apple?
In: Brand communications, Brand Strategy, Digital, Naming, Viewpoints · Tags: Apple, Apple TV, iTV, Television
Are brands becoming too familiar?
Can a brand be friendly? Brands are driven by their desire to connect with the consumer, to get up close, to move into your personal space, all up in your grill, to be way too familiar. But we’re much too grown up and savvy to let that happen.
In: Brand communications, Brand Strategy, Food and Drink, Viewpoints · Tags: Brand language, Copywriting, Language on pack
What does a Qwik-fix name mean for a brand?
It was interesting to hear that Netflix have split their film streaming business apart from their DVD-by-mail business, and called the latter offering Qwikster.
In: Brand communications, Brand Strategy, Corporate Identity, Film & Animation, Graphic design, Naming, Viewpoints · Tags: Brand identity, Brand naming, DVD, Film, Logo, Netflix, Qwikster
Seeing things backwards
A quick quiz for you:
What links the following: Yarg cheese; Aneres fashion designs; Harpo media production?
Naming 'anxiety' for NYSE Euronext Deutsche Börse
The merger/ acquisition of NYSE Euronext with Deutsche Börse has created a whole heap of trouble for the architects of the deal – to create the world’s biggest stock exchange – and demonstrates the power of names.
In: Brand communications, Corporate Identity, Naming, Viewpoints · Tags: Brand identity, Financial Services, mergers
