Note: I am not an attorney. This article is for informational purposes only. It should not be construed as legal advice for any individual matter, nor does it create an attorney-client relationship between you and me (the author) or the publisher. For further questions, I strongly recommend you speak to a licensed attorney who is […]
When it comes to the brand naming process, we usually only see the final result: the new name. At that point, it’s easy to pick out flaws. The name might be hard to pronounce, offensive, or too similar to a competitor’s brand. But what about mistakes along the way? The “bad” brand names we encounter […]
Taking a look at the analytics and stats for 2019, I’ve compiled some lists of “top content”—i.e., most viewed or listened to—from 2019. In other words, this list excludes any blog posts or podcast episodes from 2018, even if they received more clicks or plays than their 2019 counterparts. Using raw page views and downloads […]
A quick internet search will tell you there are five “most common” types of brand names, six “name categories,” seven “popular” types of brand names, 10 “types of brand names to consider,” three “categories” of brand names that include over 13 types of names, and 18 types of product names. In case your head isn’t […]
There’s a common misconception about building a brand: that brands are outward-facing masks companies wear to sell more stuff. If you want to market yourself as environmentally friendly, for example, all you have to do is slap a green label on your products and add some copy about using recyclable materials, right? Okay, but what […]
Part one of this two-part series examined the origin of David Aaker’s Brand Vision Modeli and three of its components—the brand essence, core vision elements, and extended vision elements—represented by concentric circles (or ellipses) in the center of the model. Below the concentric circles sit a second, key piece of the model: four brand […]
In his 1995 book, Building Strong Brands, David Aaker introduced his now-famous Brand Vision Model. Originally dubbed the “Brand Identity Model” it’s now commonly referred to as the “Aaker Model.i” All three of these names—Brand Vision Model, Brand Identity Model, and Aaker Model—refer to the same framework, which is explained in this two-post series. In […]
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 […]