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  • New Product Launch Checklist

    New Product Launch Checklist

    By on March 13, 2012

    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...

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  • Tips For Effective Taglines

    Tips for Effective Taglines

    By on February 13, 2012

    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...

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  • 5 Steps to an Integrated Brand Identity

    5 Steps to an Integrated Brand Identity

    By on January 10, 2012

    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...

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  • Brand Naming Tips

    Brand Naming Tips: What’s Your Name Type?

    By on December 15, 2011

    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....

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  • Business or Product Naming

    10 Steps to Effective Business or Product Naming

    By on November 14, 2011

    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...

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