Considerable thought and research should go into selecting the name of a new brand, as it will hopefully last decades, but often it seems that little thought goes into at all. I have four quick and simple rules that I follow.
Archive for the ‘marketing’ Category
4 quick rules for creating new brand names
Posted in Brand Management on February 13, 2010 | Leave a Comment »
For brand reinforcement, consider including specialty advertising into your promotional mix
Posted in Brand Management on February 9, 2010 | Leave a Comment »
Advertising specialties are one of the most misunderstood, misused, and ignored components of the promotional mix. Some companies consider them a waste of money and refuse to use them, while others mistakenly see the benefit of the message’s long life as a replacement for other targeted and more descriptive tools like DM or online. The answer is in between.
The Do-Not-Market movement marches on
Posted in Direct Marketing on February 4, 2010 | Leave a Comment »
Professional marketers provide a service to a free-market economy by informing consumers of the choices they have to satisfy their needs and desires. And that is a noble cause.
Why marketing will be different in the future
Posted in inbound marketing, tagged environmentalism, privacy, security, technology, Web 2.0 on December 29, 2009 | 1 Comment »
It is difficult to know how marketing in general, and permission-based inbound marketing in particular, will be shaped at the end of this next decade. One might expect change to accelerate at a more rapid pace in the teens than it did in the aughts. If it does, we will all be marketing (and marketed to) very differently. Hold on to your hats. This is going to be fun.
Any good reasons not to follow through on sales opportunities?
Posted in Prospecting, Trade Show Marketing, tagged prospecting, sales management, trade shows on December 27, 2009 | Leave a Comment »
Sales opportunities don’t present themselves to reps often enough. When they do come around, don’t let them slip away before you’ve even had the chance to start selling.
Pay more attention to details of online and offline branding strategies
Posted in Brand Management, tagged advertising, branding, offline, online on December 21, 2009 | Leave a Comment »
The goal of online and off branding is the same: create and reinforce a consistent and positive experience for the viewer/customer, reinforce your message and image, and build equity/loyalty. Online and offline messages are becoming increasingly integrated.
Can you trademark your personal name for your product or company?
Posted in advertising, Brand Management, marketing, tagged branding, trademarks on December 19, 2009 | Leave a Comment »
Suppose you want to name your business or a product after yourself. Can you legally do it? Yes, you can. A personal name can be trademarked if you can demonstrate that the name has a “secondary meaning.”
