Dell shares the humble beginnings of some of the biggest brands in their “Beginnings” ad. It comes as no surprise that some of the most popular and powerful brands started as nothing more than an idea at a coffeeshop down the street. In a recent piece titled “Beginnings,” the technological giant Dell embraced the startup [...]
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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 [...]
Color as the Brand: How Do You Protect it?
A recent blog article in AdvertisingAge points out the significance of color in branding throughout the years; more specifically, using color as the brand. In the past, we have seen various companies succeed in claiming a color as their own. Robert Zeinick, partner at McDermott Will & Emery explains, “Until the 1980s, U.S. law refused to recognize a single [...]
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 [...]