Topic : Branding
"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
A Visual Thesaurus subscriber's comment to an earlier column of hers inspired Nancy to write this piece. Thanks to both! -- Editor
I've shamelessly borrowed my title from David Ogilvy, who used it as a chapter title in his best-selling 1963 book, Confessions of an Advertising Man. Ogilvy founded one of the world's most successful ad agencies; his clients included Rolls-Royce, Shell Oil, and Sears. Many of his do's and don'ts are timeless: Select the right agency in the first place. Brief your agency very thoroughly indeed. Don't underspend. Tolerate genius.Continue reading...
Subscriber Larry Oakner graciously sent us this terrific piece on branding -- and how the Visual Thesaurus can help. Read it carefully: Larry's been building brands for over three decades and is the author of And Now a Few Laughs from Our Sponsor. Thanks Larry! -- Editor
How do you describe a personality? You might call a witty conversationalist "clever." Your friend who bungee jumps? "Courageous" or even "fearless." The grandfather who counseled you on life's mysteries? "Wise," of course. We differentiate people's personalities by using words that describe their actions that set them apart. Branding works the same way.Continue reading...