While many think of naming as a wild and creative effort, good naming is actually a surprisingly structured process. Yes, it is creative, but the creativity is channeled in strategic directions, and then balanced and modified by thoughtful analysis. Here are some additional resources to investigate if you have something to name: J.D. Moore at …
Category Archive: Branding
Dec
03
All Branding is Divided into Three Parts
Thousands of years ago, Julius Caesar declared that all Gaul was divided into three parts. Today, a similar observation can help put the wild territory of branding into perspective for marketing managers. In the realm of corporate identity, there are three primary branding approaches: Independent branding Endorsed branding Monolithic branding Independent Branding Independent branding an …
Nov
03
Brainstarters for Naming Buildings
From time to time, as your organization has capital, you may be called upon to help name a building, a new wing to an existing building, or some other facility. Where do you start? Here are some possibilities:1. Brand Names – This especially makes sense if the new building is your primary or administrative office. …
Oct
20
The Seven Signage Theorems
Creating, placing and maintaining an organization’s signs are often delegated to the nearest or most junior marketing or public relationship professional. While construction, ongoing maintenance and placement are best delegated to the Maintenance Department, signs truly are an element of the communication mix worthy some strategic thought. Yet signage is also different that what most …
