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A Three-Initial Name Is the Worst Type of Name – By Far

Naming a Company with Initials Leads to Brand Confusion. Using the initials of a three-word descriptive name does not make the shorter name memorable or engaging. It just creates uncertainty in the...

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How to Create a Unique Brand Position

Brand positioning in simple words means to differentiate your brand from the competition in a positive, unique and memorable fashion. Continue reading →

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Debunking Two Myths About Branding Start-ups

I know several entrepreneurs who believe branding is not a priority for a start-up company. And they think the process of branding is too expensive for them. I say both those beliefs are NOT TRUE....

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Defining the brand platform.

The brand platform allows management to consider the many elements that can influence, and finally delineate, a brand’s uniqueness, credibility, robustness and longevity. Continue reading →

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Brand Must Reflect Company Vision, Mission, Values and Position to Be Creditable

The mission statement, the vision statement, the values statement, the positioning statement are all important to defining a brand. They should each be integrated into your brand platform to guide your...

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Naming Brands: a Strategic Act

There's more to selecting or creating a name than just "naming". First, there are a series of strategic questions you should ask. Remember that naming should begin with a strategic naming brief....

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