When you have a cold, what do you reach for to blow your nose? How about when you accidently cut yourself? Most people would answer Kleenex (instead of tissue) and Band-Aid (instead of adhesive bandage). Often used interchangeably, these terms actually represent the brand names rather than the products themselves. Other well-known examples include Jet [...]
Tag Archive > Naming
Sears Needs a New Name - The Importance of Brand Naming
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 [...]
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 [...]
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 [...]
Brand Naming Tips: What’s Your Name Type?
Before jumping into brand name development, it’s important to understand the different types of names. Why? Because without this knowledge, there is a tendency only consider certain types of names. In addition, mapping competitor’s name types supports positioning strategy. IDeas BIG categorizes names into three (3) basic types: Literal, Synthesized and Metaphorical. Please note that [...]
10 Steps to Effective Business or Product Naming
Naming a business or product is one of the most important and strategic decisions ever made. No other marketing decision can have as great an impact on success, the level of marketing investment required, or is more expensive to change. In addition, naming is becoming more difficult with record trademark filings and domain registrations. Despite [...]