Throughout my career I’ve been involved in numerous naming and branding initiatives and am always struck by not only the intrinsic challenges of getting a group of people to agree on a particular name/brand for a company, product or service – but also by the enormous amount of angst and emotion that becomes part of the process.
In truth, the process of coming up with a name – whether for a company, a product, a campaign, a department or whatever is a process (more…)
Travelers’ well-known logo – a red umbrella – remains a key element of its new branding campaign which launched last year. I first learned of the campaign recently when friends told me about some wonderful commercials with a dog that was intent on protecting its bone from real and imagined risks. The message: (more…)
Location. Location. Location.
Traditional marketing wisdom would lead one to believe that where a business is located makes a difference. And that makes logical sense, most of the time. A recent experience, though, suggests that location can be trumped by other things – (more…)
Our water heater went out recently and my husband researched and ordered a part online from – www.plumbingsupply.com. Not the kind of company that one might, necessarily, expect anything special from, right? After all, a plumbing part is a plumbing part.
But the day the part was delivered – I heard my husband exclaim first: (more…)
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