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  • 10 Steps to a Successful Naming Workshop

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Naming agencies exist for a reason: Naming is an art. But if you approach it the way an agency would, you can have success doing it yourself. And the best way to start is to hold a naming workshop.

  • How Product Packaging Affects Buying Decisions [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Branding

    Is your product packaging conveying the right message? Here's a look at the elements of successful packaging and how they affect consumers.

  • Brand Dracula: Four Branding Lessons From the Undead

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Bela Lugosi's portrayal of the creepy count continues to inform all depictions of vampires on screen and in books. Because of that consistency and memorability, Dracula can teach us lessons about branding.

  • One Direction's Five Lessons for Building Customer Loyalty

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The passionate emotional enthusiasm (and sizable financial expenditures) that 1D inspires among its massive global fan base is not a fluke: It's the result of a meticulously nurtured loyalty-building strategy.

  • Your Brand and Nine Legal Issues Related to Patent, Trademark, and Copyright

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Protecting your brand, one of the most fundamental aspects of your market presence, is not something that should be taken lightly or ignored. From the very beginning of your business, you need to create and maintain a solid intellectual property (IP), patent, and copyright strategy.

  • 10 Best and Worst Internet Company Names of the Decade

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Like the internet phenoms they trumpeted, Internet company names of the last decade have been, by turns, wildly inventive, deeply troubled, breathtakingly silly, serviceable (if dull)—and, occasionally, brilliant. Here are the trends and names that rose to the top (and sank to the bottom).

  • How to Unleash the Power of Brand Repositioning: A Four-Phase Process

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Many brands and companies today are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain "why buy me." To move forward, companies and brands need to first take a look at their current brand positioning. But for a moment, it makes sense to go back to the brand drawing board to answer the question, "Just what is brand positioning, anyway?"

  • The Positioning Statement: Why to Have One Before You Start Communicating

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Without a position, a business often acts like a multi-headed creature - speaking from many mouths, saying nothing substantive, and going nowhere fast.