Topic : Branding
Continuing our political theme this week, columnist Nancy Friedman takes a look at the buzzwords of the current campaign season. Her background in developing names and brands gives her a unique perspective into how new political coinages bubble to the surface. Continue reading...
We brand ourselves. It's what human beings do. Whether we wish to conform to some social or cultural norm (the traditional blue button-down worn by generations of IBM programmers) or stand out as rugged individualists (the prescription bottle in the earlobe hole of a kid I saw on a Los Angeles sidewalk), we are forever distinguishing ourselves.Continue reading...
"A corporate brand is meant to be an organizing principle and filter for all actions, behavior and product development of an organization," explains author and veteran branding expert Scott Lerman. The former president of Siegel & Gale and CEO of Enterprise IG, Americas, Scott founded the consultancy Lucid Brands in 2005 to help organizations shape and develop their "brand story." We had a fascinating conversation with Scott about his work: Continue reading...
Blog Du Jour
Brand, Brand, Brand
January 9, 2008
Ad and marketing creatives
November 26, 2007By Nancy Friedman
In Part One of this series, I talked about three common ways to create product and company names: from people's names, from connecting two words, and by creating a blend or portmanteau. As naming exercises go, those three techniques are among the most basic. In this installment we move into Intermediate Naming: techniques that require a bit more mastery of the workings of language but can reward you with distinctive, memorable names. Continue reading...
Marty Cooke is the chief creative officer of an agency called SS+K in New York City-but don't call it an ad agency. Marty's firm brings together a wide range of communications disciplines to provide what he calls "asymmetric communications." How does this work? We called Marty to talk about his agency's approach, and how language comes into play. Here's our conversation: Continue reading...
Blog Du Jour
August 15, 2007