Archive for the ‘naming strategy’ Category

The world is becoming one stage, and brands wanting to play on a global level are finding ways to position themselves better for international audiences. For many of these companies, it starts with adapting their names. A name can play a critical role …

One of the toughest decisions organizations have to make is how to name their new products and services. This is especially important today, with the effects of brand proliferation and information available in a dizzying array of mediums.

We’re watching and experiencing China’s era of innovative brand-building and global acquisitions, as well as an increasing number of foreign companies taking their business into China. For example, last week Estée Lauder announced plans to launch …

As the Chinese flag is raised for gold several times each day during the Olympics in a neck-to-neck battle with the U.S. for sports world supremacy, I ask myself: How many global Chinese brands can I name in any industry? Being a UK brand professional,…

China is in the midst of one of history’s most dramatic consumer revolutions. It has awoken from decades of global isolation and rigid restrictions on personal expression and freedom to become the world’s fastest growing economy. This great transfo…

The world always loves a comeback. Everyone—especially us Americans—admires recovery from failure or scandal sometimes even more than they admire initial success. Think Bill Clinton, Eliot Spitzer, Oliver North, Robert Downey Jr. and Dicky Eklund. …

Recently Microsoft and Yahoo! launched two potentially groundbreaking products. Microsoft’s SmartGlass technology enables an enhanced, connected experience with Xbox content while Yahoo!’s Axis moves search in a more efficient, synchronized and vis…

Do expensive wines taste better? Several recent studies indicate that people have a tough time distinguishing between bottles at different price points. Even experts can struggle to differentiate upper tier wines in blind taste tests. In the naming bus…

I’ve been seeing a lot of ads lately in the New York Times Sunday Magazine for Big Ass Fans—a company that sells commercial and residential ceiling fans. They seem to be really nice, high-end products. In fact, they were used to cool off the stadiu…

Is allowing your brand to “verb-up” a good thing in the long run? Or is it more like shooting heroin—a short-term high in trade for a crash later? Heroin. Hard to imagine it was once a brand name. But it was—just like Aspirin, Escalator and Xer…