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  • 2013 Pantone Color Emerald

    Pantone Color of 2013: Emerald Gets the Crown

    By on December 27, 2012

    In 2011, we were both “captivated and stimulated” by the bold presence of Honeysuckle Pink. Then in 2012, we were ignited by the “heat and energy” of Tangerine Tango. Now in 2013, we are harnessing that energy and fueling...

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  • Sears Needs a New Name

    The Importance of Brand Naming: Sears Needs a New Name

    By on November 13, 2012

    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...

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  • Naming A Motion Picture

    Naming Can Make or Break a Motion Picture

    By on October 13, 2012

    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...

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  • Internal Naming Contests

    Internal Naming Contests Can Destroy Your Brand Image

    By on August 25, 2012

    More often than not, companies of all sizes, start-ups to billion dollar giants, will attempt to develop a new corporate or product name with an internal team. Clearly many successful names have been developed internally, or by a legendary...

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  • Golf Ball Naming

    Golf Ball Naming: An Interesting History on Golf Ball Brands

    By on June 13, 2012

    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...

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  • Protecting Color as the Brand

    Color as the Brand: How Do You Protect it?

    By on May 15, 2012

    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....

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