Issue 42

Naming: What Makes a Brand Name Great

Developing a great brand name—one that is distinctive, memorable, easy to pronounce and emotionally appealing—is a critical element in creating a successful new brand. We all know that great brand names can differentiate companies, products or services in crowded markets. They can help create brand awareness, increase brand preference and build brand loyalty. But it’s important to point out that a name on its own is just a word—an empty shell—until it is filled with communications, products, services and experiences that bring it to life and create meaning and value.

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Issue 49

Taglines: To Use or Not To Use

In tough economic times, companies are looking for more efficient ways to market themselves, make an impression and be memorable. Which seems to have a lot of people wondering, “Should I have a tagline?” To use or not to use, that is the question. Taglines can cement a brand in the mind of consumers and have greater staying power than likely imagined (a la Nike’s “Just do it.”), but, depending on your business, a tagline may or may not be appropriate.

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