Jonathan Paisner shares branding insights and how to approach developing a brand name. How you name your products defines how you communicate about the core deliverables of your business. A well thought-out system for naming should be a natural part of developing and managing a brand. The first time I heard the word “nomenclature” was […]
Jonathan Paisner shares the first article in a series of three that highlights the symptoms, causes and cures for a broken brand. Like the proverbial frog in boiling water, companies generally don’t jump into a brand that is confusing, misaligned, antiquated or irrelevant. But left unchecked, the steady trickle of strategic shifts, shiny new technologies, […]
David Hensley shares a post that breaks down the steps of refreshing a brand. We are often called in to advise on whether and how to refresh B2B brands, and even ‘should we change our name?’ Our advice is always that it depends on the circumstances. Has the product offer changed significantly? Has the nature […]
