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 in high school chemistry. Mr. Platt said something about nomenclature in the context of identifying the atomic components of a given compound – and I…

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, sub-brands, extensions, acquisitions, special cases and other everyday adaptations can conspire to turn the corporate brand into as much a hurdle as an asset.  So…

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 of your competitive advantage changed? Are  your customers becoming less loyal to your brand? Are you addressing new markets for whom your name or visual…