Archive for August, 2009

What’s in a Name?

Thursday, August 27th, 2009

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’ Branding Campaign Works

Tuesday, August 25th, 2009

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…)

It’s Not Always About Location

Friday, August 14th, 2009

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…)

Little Touches Leave Lasting Impression

Monday, August 10th, 2009

Our water heater went out recently and my husband researched and ordered a part online from – 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…)