In a recent article from Crain’s Chicago Business, Joseph B. Cahill suggests a bold move for Sears Holdings Corporation – changing their name. Why this bold suggestion? Nothing is working for Sears. They have tried to make acquisitions, switched marketing strategies several times, tested new formats, and reconfigured stores. Sears is a 814-store chain that [...]
Tag Archive > brand naming
How Naming Can Make or Break a Motion Picture
A recent article on motion picture naming called “What’s In a Name?” came from the Wall Street Journal’s Rachel Dodes. The article gives great examples on how naming affects a motion picture, which we found similar to how naming affects any brand. Below you’ll find various parts of the article that we found interesting to [...]
Golf Ball Naming | An Interesting History on Golf Ball Brands
We found the most interesting article in the Wall Street Journal on golf ball naming. The article A Plea for More Poetry on Golf Balls by John Paul Newport brought some interesting questions to the table, mentioning that the combination of words like “Tour” or “Pro” along with “Z”s and “X”s usually form a golf ball’s [...]
Renaming An Existing Brand: Case Study - AfterMath Claim Science
IdeasBIG, the branding sister agency of Modern Marketing Partners, recently took on the challenge of renaming an existing brand. OBJECTIVE: Rename a corporation to achieve a compelling repositioning in a conservative (health insurance) industry and create a tagline that complements the name. BRIEF: A successful, three-year-old company was feeling growing pains with a legacy name Cannon Cost Solutions, based [...]
Tips for Effective Taglines
Developing effective taglines is a disciplined process that melds insight with positioning strategy and creativity. So what is a tagline, and how can tagline development deliver a breakthrough? Sometimes called tags, positioning taglines, slogans, jingles, unique selling propositions or descriptors, taglines distill your corporate or brand position to a few simple and memorable words—ideally from [...]