Ohio State University recently filed a federal trademark application for the mark THE in connection with clothing. The application has elicited plenty of news coverage and lots of laughs, but the question remains: is THE really eligible for trademark registration?
A public relations crisis can ambush a business at any time, entangling it with some pretty sinister repercussions. Social media backlash, enduring embarrassment, and a reputation in ruins can add up to catastrophe. In an instant, brand reputations painstakingly built over time—and often at great expense—can be diminished beyond repair. Let’s face it: In today’s […]
Earlier this year, I shared a free ebook about how to write a naming brief, including an interactive naming brief template. As a follow up, I’ve written an ebook full of tips for generating name ideas: How to Generate Names. Just like the previous ebook, this one is based on my own experience as a professional […]
Marty Neumeier is known for writing branding classics like The Brand Gap and Zag. In his 2016 book, The Brand Flip, Neumeier introduced his Brand Commitment Matrix, which he describes as a “basic contract” brand owners can create between their company or brand and its customers.
The world is growing increasingly complex and fast-paced, and technological improvements enable more and more companies to master the basics. Replication is becoming increasingly easy as the sameness of more products and services makes differentiation more difficult. Fortunately, brand-inspired customer experiences can help mitigate these effects. What are brand experiences, exactly? Brand experiences are […]
No, it’s not a can of beer. Not an energy drink. Not seltzer, even. It’s water. What does it taste like? Water. My wife endured a few days of my gleeful anticipation after exchanging a few dollars and my eternal soul (seriously) for two boxes of Liquid Death, only to discover after her first […]
Every month or two, I publish a newsletter with branding news, updates on the podcast, featured blog posts, and branding tips and tools. If you’re not already getting the newsletter, sign up here. The most recent newsletter featured the six stories below. Target has launched a new private label brand named “Everspring” for “clean and natural,” sustainable […]
We’re just weeks away from the official beginning of Atlantic storm season. Along with tropical storms and hurricanes, we can expect a handful of the perennial articles about how storms are named. You probably already know the basics: Hurricanes are named with alternating male and female names, organized alphabetically and starting over each calendar year. […]
I hear this phrase a lot from creative people: “I have one ‘crazy’ direction. They [the client] probably won’t pick it.” I sometimes wonder what would happen if the client did pick it. Shouldn’t all directions you present be suitable for the client in one way or another? Of course, one direction can involve more […]
At Catchword, if we had a nickel for every client who expressed concern about “bad” meanings associated with proposed brand names…well, we’d have a ton of nickels. Keeping an eye out for potential hiccups when creating new brand names is not only natural—it’s critical. But it’s also important to know the difference between edgy-but-viable name […]
As branding professionals, we want more than our customers’ money—we want their loyalty. We want them to fall in love with our brand. Ideally, we’ll create such a strong relationship with customers that they’ll stick with us—with our brand, I mean—in good times and in bad, in sickness and in…you know the drill. What’s […]
I worked on my first naming assignment about 15 years ago at Interbrand San Francisco. I liked it so much that after leaving Interbrand, I decided to start moonlighting as a freelance namer for agencies all over the world. I’ve since lived and worked in Asia, eventually returning to Interbrand San Francisco as director of […]