Topic : Branding
Branding Message That Sticks
October 14, 2006
Steal Thunder, a brand-development company in California, writes a blog about "brand moves that get our attention." Here one of the partners writes about inspiring branding from, well, not exactly the world's sexiest retailer: "So I enter the local Smart&Final and have to walk past the checkout, and as I glance up I see the little tagline on the checker's LCD, right where it pays to be reminded: 'The Smaller, Faster Warehouse Store.' So many of the companies we work with struggle to position themselves simply. They want to get to that nirvana of 'one simple, repeatable idea' that not only sets them apart from everyone else, but helps the right customers love them." Read the entire post here.
Naming and branding expert Nancy Friedman, this week's guest contributor to our Candlepower section, sent us these book recommendations:
The Making of a Name: The Inside Story of the Brands We Buy, by Steve Rivkin and Fraser Sutherland: A thorough, highly readable survey of name types, the name-development process, and the naming business.Continue reading...
What to Name Junior?
August 19, 2006
Last month we excerpted a blog entry from Away With Words, professional name developer Nancy Friedman's website on naming and copywriting. We had to revisit her when we read a recent entry titled "What Not to Name the Baby." Nancy says "naming a baby is not all that different from naming middleware, perfume or a venture capital firm." Why? Read the entry here.
If you have a website -- whether you're a blogger, mom-and-pop or 800-pound orangutan - you think about "user experience." That, of course, is obvious. But ever try to find a phone number on a company's website? How many clicks did it take? Well, maybe not so obvious.Continue reading...