– Mark Prus, Principal, NameFlash
I’m a big fan of naming hurricanes. A hurricane is a large and significant weather system that can cause a huge loss of life and money. Naming a hurricane can provide a shortcut that leads to better communication about the danger. And besides, we humans like to have a “person”
Tunnel View – Photo by David Iliff. License: CC-BY-SA 3.0
As the saying goes, possession is nine-tenths of the law. That other tenth can be pretty complicated, depending on what you’re “possessing.” When you’re arguing with an older brother over who “possesses” the remote control, it’s an open and shut case. But what about “possession”
– Aaron Keller, Managing Principal, Capsule
Capsule, specifically Aaron and two co-authors, have been deep in the murky waters of writing a book on the physics of brand. Yes, physics, likely the only subject matter more complex than a conversation with your trademark attorney. Yet, we’ve been giving it a consumable tone and taking
–Aaron Keller, Managing Principal, Capsule
Love and hate are only emotional states, but we’re swimming in murky waters today. In response to a massacre in South Carolina the politicians are fighting to remove the “rebel” flag as an icon. Then, we see a movement here in the Minneapolis community to remove the name
Back in the 1960s, Pepsi burst onto the scene by announcing to the youth of decade that they were the Pepsi Generation (they didn’t have a choice). Then, in the 1980s, Pepsi became “The Choice of a New Generation.” And finally, in the late 1990s, Pepsi hitched their trailer to the surely-to-never-go-out-of-style Spice
– James Mahoney, Razor’s Edge Communications
Brands are all about resonance; specifically, resonance with the individual. As I see it, the brand inclinations of individual people fall into three categories:
Each of us gives primary loyalty to brands that we feel represent “who” we are. These brands have been described as “choices for which there
–Aaron Keller, Managing Principal, Capsule
Okay, rockstars are who they are because they’ve done something to earn it. This applies to the ones who play guitar and those who write books and get up on stages and inspire millions with their words. Rockstar authors and rockstar musicians have many commonalities.
Randall Hull, The Br@nd Ranch®
There is much to admire about Lance Armstrong. Really. Cancer survivor, founder of Livestrong, professional triathlete at age 16, successful professional cyclist, marathon runner. Yes, Lance was a very good athlete and road-racing cyclist long before he was diagnosed with cancer and after he returned to the sport prior to
– Mark Prus, Principal, NameFlash
I’m often asked by companies if they should change the name of a product, service or even the company itself. Here is my shortlist of 10 really good reasons to change your name:
– Debbie Laskey, MBA
Is your industry crowded? Does one brand overshadow the rest of the players in your industry? How can your business stand out? Here are five tips every business can learn about branding from recent data breaches.
With countless stories centering on the recent Sony and Anthem data breaches in the