Corporations must know the hidden powers of their names. Each business name has several components often invisible to marketing executives and these characteristics and split personalities determine the success or failure of a name. To measure the effectiveness of a name or to see how much extra luggage a name is burdened with, following are the guidelines for a general check up. Contributor: Naseem Javed
If Mission and Vision statements are increasingly ineffective in guiding and synchronising a business - what can work? This article introduces an alternative concept - the 'Unifying Philosophy Statement' (UPh™) and provides two examples of its effective implementation. Contributor: Harish Chauhan
Banking executives are faced with new challenges in a new name-economy propelled by a net-savvy culture. e-Commerce visibility demands powerful url's and dot coms to successfully compete. This article explains the new rules of the game. Contributor: Naseem Javed
This paper is about the erudition and necessary know-how for the purposeful creation of emotionally powerful brands. In the article and in the free e-book expanding on it, Dr. Herman sets out to present a comprehensive account of why and how brands achieve emotional significance and how they can be designed for this purpose. He criticizes many of the widespread practices of Emotional Branding and proposes an alternative approach that is both practicable and tenable in the light of up-to-date theory and research. Contributor: Dan Herman
This article outlines when it comes to branding on the web it's not what it looks like but how it works. Function is king in the case of Google. Contributor: Gerry McGovern
The most common approaches to naming entail describing your business in the name or taking an 'empty vessel' approach. Naming specialist Igor (and the people behind the acclaimed Snark Hunting http://www.snarkhunting.com naming & branding newsletter) highlight the flaws of these naming strategies and explain the fundamentals behind the best evocative names, providing many useful tips in the process.
Having spent the majority of my adult life building, managing and leveraging brands and then having written a 320 page book on brand management, it is actually quite difficult for me to "net out" the 15 most important things to know about building winning brands. Contributor: Brad VanAuken
It's risky and it's difficult, but the potential payoff is unparalleled cash and cred. As huge brands become synonymous with global corporates, suddenly it's cool to be obscure. This article outlines 10 strategies to assist you in developing a cult brand. Contributor: Mark Di Somma
