1 2 3 4 5 Displaying 29-35 of 35 Articles

When I'm feeling stuck on a naming project, I like to remind myself of brand names' myriad and diverse genealogies. Companies have been named for their founders (L.L. Bean), products for their founders' daughters (Mercedes-Benz). Trademarks have been created from street names and star names, numbers and neologisms, contemporary slang and archaic vocabulary.  Continue reading...
Click here to read more articles from Candlepower.

"Taglines" are the slogans that copywriters and marketers devise to make a brand more memorable. New contributor Sarah Williams, founder of the copywriting company Wordsmith, sheds some light on what makes a winning tagline.

Short quiz — which products match these taglines? "Don't leave home without it," "It's the Real Thing," "Think Different." (Answers at the end of the article.)  Continue reading...
Click here to read more articles from Candlepower.

As an SEO copywriter and marketing consultant, I look at a lot of Websites. When I'm asked to assess a company's site, the first question that often crosses my mind when I review it is, "Hmmm... what exactly do you do?"  Continue reading...
Click here to read more articles from Candlepower.

"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...
Click here to read more articles from Candlepower.

According to David Meerman Scott, author of the bestselling book, The New Rules of Marketing and PR, the old rules of PR no longer apply. Thanks to the Internet, marketing and PR professionals shouldn't write press releases for journalists in the hope of getting ink.  Continue reading...
Click here to read more articles from Candlepower.

Blog Du Jour

Brand, Brand, Brand

Hmm, do you detect a theme to the blogs listed below? If you're working on your company's or product's brand, these sites offer advice, insight, real-world examples and more. Check them out:

Brand Autopsy

Brand Infection

Brand New

BrandCurve

BrandNoise

Click here to read more articles from Blog Du Jour.

Every marketing writer knows the importance of focusing on the benefits. Your product or service may have a whole smorgasbord of amazing features -- but, unless you explain how those features benefit the prospect, your marketing piece is doomed.  Continue reading...
Click here to read more articles from Candlepower.

1 2 3 4 5 Displaying 29-35 of 35 Articles