At the intersection of Thought Leadership and Brand Management
Why do you need a naming system?
As thought leadership platforms evolve into audio/video/digital experiences, there is a greater risk that poor production quality or poor execution can undercut the carefully crafted look/feel/voice of the brand.
Here are 6 things you can do to set up some brand controls while fostering the development of new content.
What makes a good tagline?
How you name your products defines how you communicate about the core deliverables of your business. A well thought-out system for naming is a natural part of developing and managing a brand.
Why do B2B start-ups need to worry about brand architecture?
How do we capture the essence of our brand in a handful of words?
This sounds hard. That’s because it really isn’t the right question to be asking.
Better: What brief phrase can strengthen and deepen understanding of our brand?
How do B2B brands get broken? (Chapter 3: Age)
It is not uncommon for young companies (particularly technology start-ups) to come to market with multiple brands right out of the gate…Before long, the elevator pitch loses sight of the big idea and becomes mired in the weeds talking about how all the pieces fit together.
How do B2B brands get broken?
Chapter 3: Age: The telltale signs your brand has grown old before its time – and what to do about it.
Successful brands adapt quickly to external shifts - and may even be the ones leading the change. For other brands, the broken ones, they wait out the change – but may eventually get to a point where what they say and do no longer fits what the market has come to expect.