Finding a novel, short, impactful name that is in the intersection of personal care and the snowboard / ski lifestyle. We use the Multiply Method to generate hundreds of brand names, and eliminate all to arrive at an amazing name that comes with a 7-letter domain name!
For the launch of the iPhone Xs and iPhone Xr launches, we list ten things Apple changed forever. The iPhone was a real innovation. My litmus test for innovation is whether all of the products and a category become similar to the innovative entrant. For example, there weren’t many horses Read more…
A bad logo can inhibit a good organization. A logo is intended to be a mental shortcut to past experiences with a brand, hopefully bringing up good feelings. A good logo is distinct, and not generic. A good logo is simple, and not complex. A good logo is appropriate, and not awkward. A good logo is striking, and not bland. A good logo is legally protectable, and not indefensible.
A strategy is the best position for success, and tactics are how you plan to get from where you are to that ideal strategic position. How do you create a plan to build a lifestyle brand? Work backward. You may not have the domain knowledge to know every step. Ask your suppliers and hire consultants. Write action-oriented steps; resources and timing will come later. This can be overwhelming work so take your time.
A product label is what you name your product in to communicate to customers what they are buying. The product label sets the customer’s expectations.
Some industries have set product labels that rank in a hierarchy, e.g., motel, hotel, resort. Marketers can add adjectives to product labels that modify expectations, e.g., performance tires.
Setting an expectation and not meeting it in reality damages a brand. It is common sense that delivering a level lower than expected is harmful, but it is also wrong to deliver a higher level. People are most comfortable when they receive what they were expecting, and a higher level of service is not repeatable because it becomes a new standard. Instead, we want to aim to meet expectations plus add elements of surprise and delight. Just be honest with your product labels.
A professional designer talks about what the font in a logo says about the brand. Abstract | Executive Summary | TL;DRFonts can change how their content is perceived. Alignment between a logo’s font and the feeling the buyer wants to have will result in higher sales; this is why big Read more…
How to move your customers to a higher class of communication. Executive Summary | Abstract | TL;DR Talking directly to your customer is more valuable; they are more likely to hear your message and your costs to reach them are lower. There are classes of communication, and your organization gets Read more…
Intermediation, or letting other businesses get in the way of customers, can build a brand but put it in a poor strategic position. A middleman or an intermediary is someone with a business interest in taking a product, service or message from another business and delivering it to a customer. Read more…
The do’s and don’t of designing a great Facebook cover for a business. A Facebook Page is the only online property that a business would need if Facebook had their way. They have programmed it so that even a non-techy person can use powerful marketing tools like polls, videos, and Read more…
Good examples of brand extensions can put a company in a better strategic position. Bad brand extensions are just ugly. Executive Summary | Abstract | TL;DR A brand extension is when a brand that makes one type of product uses their well-known brand to sell a new type of product. Read more…