When you screwed up, fix it! That’s good brand stewardship. That’s managing your equity!
The Formula For Renaming A Brand: Part 2
How can you know whether it’s a good idea to rename your brand? Last week’s video dealt with the obvious cases. But today I address what to do when the situation is more nuanced.
When It’s Easy To Rename Your Brand: Part 1
Sometimes it’s a difficult decision to make, but sometimes it’s quite easy to know that a brand name needs changing, such as when you’ve experienced a PR disaster and you need to take fast action. The recent changes in the Aunt Jemima and Uncle Ben’s brands come to mind.
Don’t Do All The Things: Part 3
Are you doing too much on social media, maybe promoting your business on too many platforms? In this video, I talk about focusing on the steps that are most important to build your business, including being on the most important social media in a powerful way, versus diluting your efforts by trying to be everywhere.
Don’t Do All The Things: Part 1
Please, for the love of all that is good, don’t do all the things in your business! In this video, I talk about a different way to think about niching down. Rather than seeing it as giving up any parts of your business, let’s reframe it as focusing in on those things that form the credible core of your brand.
Categories With Great Names
Does your category of business lend itself to great names… or not so much? I think that some categories, such as anything in the spirits industry, are just rife with incredible creativity. Others, well, the names are not so great. Categories With Great Names In this #tellthetruths video, I talk about the category of meat alternatives, […]
What’s A Naming System?
What’s a naming system and why might your brand need one? In this #tellthetruths video, I explain what a naming system is and when they’re helpful to brands. In a nutshell, they tie a series of products or services together, so that equity can be shared.
Experiential Names
What’s an experiential name and do you need one? In just the same way that a name with any kind of visual associations is more memorable, a name that links back to an experience can pack a lot of power.
Does A Great Name Really Matter?
Does having a great brand name matter? Well, of course it does! It can even help you sell chocolate hummus! Check out this #tellthetruths video, inspired by a LinkedIn conversation about one of our favorite names – Goo Gone – and also by a container of chocolate hummus at the supermarket.
