Great brands are like big pine trees, they work year around. I sometimes refer to these as “perennial” brand names, since they don’t have to be “replanted” every new season, or every time a company changes it products and/or services. What is the basis for an “evergreen” brand name? First and foremost, it must be…
Picture the Perfect Business Name If a picture is truly worth one thousand words, then what better way to convey your corporate brand than with a metaphor? The hyperinflation of news and information requires branding strategies that disrupt, “stick,” and convey more than the literal product or service a company offers. A great example of…
When companies face a public relations crises, it’s easy to overlook the effects it has on the various brand messages. But if not monitored carefully, they can have the reverse effect. Take the recent example of Accenture’s removal of all things Tiger. Their message “We know what it takes to be a Tiger,” went from…
In a recent study released by Rice University, of the Toyota faithful, “Toyota owners maintained a more positive view of the company than their counterparts.” Furthermore the survey found that… “When Toyota owners were asked to rate on the same 0-to-10 scale whether they would consider Toyota if they were to buy a new vehicle…
Traditional thinking is that consumers will pay a premium for a brand name vs. an unbranded or store brand product. That thinking has faced a stiff challenge in the face of the recent economic downturn and changes in consumer sentiment. This is especially true of luxury brands. Witness the recent demise of Hummer, a once…