I’ll confess… not every great brand name comes from Tungsten. Ouch! There, I said it. It seems to be good sport these days to make fun of the names that other naming firms create, and with good reason. Some of them do seem a bit on the dim side, probably due to client, trademark or…

If you ever wanted to know more about the effects of branding, then simply follow politics. This year we saw Hillary Clinton attempt to own “experience” early in her run for office. When it didn’t gain much traction, she shifted to a populist approach, which gained her votes but eroded her brand consistency. Barack Obama…

I have a confession to make. The things I teach are really the things I want to know. For years I’ve been advocating the importance of defining who you are as a company, not what you do. Most companies tend to identify themselves by their products and/or services, and in doing so, limit their potential.…

Laura Ries makes a compelling case for the addictive quality of creating line/brand extensions. In her view, the temptation to increase market share, by borrowing on the equity in a well established brand, is just too great for many business owners and brand managers. In many ways it parallels the way we Americans have tapped…