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 [...]
Category > Branding
5 Steps to an Integrated Brand Identity
A company’s corporate or brand identity is one of its most valuable assets. Consequently, periodic evaluation is recommended to ensure this asset remains relevant, progressive, and reinforcing of desired positioning. By defining identity to include not only logos, but messages, graphic themes and images communicated by a company using numerous [...]
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 [...]
