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…)
One of our clients in the health care space has been focusing her communication efforts with health care organizations on reminding them to maintain their focus on the brand promise. This may not seem like the time to do that. We agree with her, though, that it is.Inc. magazine recently put out an entertaining list called “Top 9 Brand Blunders of All Time.” Most of these blunders were one-off decisions or short-term campaigns that had a major—and negative—impact on an established brand. These blunders highlight some key mistakes, both practically and conceptually, when it comes to branding. (more…)
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