Improving the effectiveness of new product launches is of critical importance to most companies and brands as development costs can be stratospheric, coupled with extremely high failure rates. Some estimates of new product failure as high as 90%! Certainly the new product development process is complex and multi-functional—not just marketing—but typically involving many departments such [...]
Tag Archive > B2B
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 [...]
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 mediums and vehicles, it’s clear [...]
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 [...]