Claire Parker in Dutch Corporate Design Panel

Claire Parker, Creative Director at our Amsterdam office, is now part of the ‘corporate design panel’ of Dutch Marketing Tribune magazine, so every month she will judge a corporate design. The first case to ‘judge’ was ‘Albert Heijn to go’, we’ve translated the critique for you here.

7 naming tips: knowing the role of your name

Quality over quantity, knowing your audience, category rules and more in Andy’s 7 tips for creating great brand names.

6 things to get you started on a Naming project

Here’s the first in a series of three posts that share Andy’s tips and advice on how to find a great name for your brand. The first one: 6 things to get you started.

13 Tips on naming – unlucky for some?

Recently I read an article called ’13 Tips to Naming Your Startup’. It struck me as a great example of a website attempting to give good advice on brand naming, but ending up giving some poor or misleading advice. Here’s my feedback on the subject.

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?

Posted on Jan 19th 2012 by · Permalink · Leave a comment
In: Brand Strategy, Naming, Viewpoints · Tags: , , , ,

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.