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.Read More
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?Read More
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.Read More
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.Read More
A three-part series about B2B brand management – highlighting the symptoms, causes and cures for a broken brand.Read More
Don't Name That! Whatever You Do, Please Don't Name That! Companies name too many things. Customers are confused. Sales teams are confused. Product names intended to create clarity and deepen connections end up doing exactly the opposite.Read More