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Tag Archives: Operative Words

Does Your Branding Pass The SNIFF Test?

Posted in Branding, Guest Bloggers, Marketing

—Anthony Shore, Operative Words Let’s be honest: There’s a lot of bullshit in branding. It’s a pity — and it’s a threat. Because today, brand or marketing communications exuding any whiff of bull will be distrusted, discredited and derided by today’s cynical audiences. And no audience is more cynical than the 18-34 years-olds — the… Continue Reading

Exposing Two-Face Brands

Posted in AlphaWatch, Branding, Goodwill, Guest Bloggers, Marketing, Trademarks

I’m not talking about brands that say one thing and do another. I’m not talking about brands that don’t live up to their promise. I’m literally talking about brands with two faces. One face may be confident, complicated, technical, professional, and/or formal. Let’s call him, Stephen. The other face might be friendly, simple, approachable, engaging, and/or informal… Continue Reading

Truth is Stronger Than Fiction

Posted in Branding, Food, Guest Bloggers, Marketing

by Anthony Shore, Operative Words There was a time when a simple, honest name was good enough.‚Ä®‚Ä® Venerable brands like General Electric, Kentucky Fried Chicken, National Biscuit Company and International Business Machines didn’t hide their business name behind metaphors or fuzzy ideas. Each name was a hammer. It delivered one message with brute, blunt force…. Continue Reading