Naming article in USA Today got this brand strategist’s blood boiling Last week, my niece, Robin, forwarded me a naming article that ran in USA today which clearly advocated on behalf of using the founder’s name. I wasn’t sure whether to thank her or curse her. I think I wound up doing both. But before […]
Dream: A Breathtaking Brand. Nightmare: Getting Your Company to Understand The Need, The Costs and The Timelines. The Catch-22 of Financing Brand Strategy Initiatives For innovative, progressive companies, it’s a relative no-brainer. The competitive need for curiosity, discovery and the path of exploration (R&D) are already in the bloodstream. And certainly, no business area presents […]
Brands Use Storms to Show True Colors Several brands have stepped up amidst these hurricanes and, in doing so, have reinforced their status as true leadership brands. Hurricanes Harvey and Irma have undeniably brought tragedy and turmoil to those in their paths, but as I watched (too much of the) recent storm coverage, I was, […]
Los Angeles Freelance Copywriter’s Words to the Wise Before we get into this blog post on copywriting tricks of the trade, I’d like to make a few points for those who may not be as familiar with professional copywriting. Often, startup entrepreneurs and small business owners fall into a dangerous trap of thinking that copy […]
B2B branding is quite a bit more challenging than B2C… maybe that’s why I love it so much! As a Los Angeles branding consultant and the owner of a branding agency, I may not be able to simplify branding into a DIY project, but I can certainly share with you some of the fundamentals. When […]
Branding tips so you, too, can increase customer/client interest and enthusiasm You’ve heard (read) me saying it before, but it bears repeating. Branding isn’t what most people think it is. Sure, it includes fancy names, logos and websites, but beneath all of that, there’s something even bigger and more powerful. Done right, your brand is […]
7.5 Ways This Los Angeles Brand Consultant Supports You The people have spoken. They like lists. Specifically, numbered lists. Who knew? So, without further ado, here’s a short list summarizing how I give my clients a leg up over their competitors. What does a brand consultant do? Accelerates your near-term growth while building future, leverage-able […]
Are you this small business naming agency’s ideal client? This naming agency business is full of war stories. Just the other day, I had the good fortune of sitting down with a tremendously bright and experienced trademark lawyer. He’s seen his share of lackluster names, seen the results of well-intended punsters and he knows what’s […]
The best branding consultants do more than “package you up.” The best branding consultants, in my opinion, are those who understand that genuine brand discovery reveals not just one or two business truths – a piece of insight about your targets, for example, or a leaning toward this or that tactic. That’s marketing assignment type […]
What are the objectives of brand discovery? While brand discovery can range from superficial and cosmetic to deep and probing, a typical goal is to provide a starting point for a comprehensive brand assessment. Brand discovery may then be said to share objectives with both brand assessments and brand strategy: more pronounced differentiation, greater impact, […]
