Basic Rules of Branding: Crafting Your Image in the Public Mind

A lot of people spend time merely trying to mimic the business models and ad campaigns of iconic brands without really looking deeper into what makes those brands stick. Whether you’re putting together a new brand for your start-up idea or you’re conducting a brand refresh to focus your messaging after major market shifts or…

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Choosing a Brand Name: How Not to Screw it Up

I’m a little tired of people saying that groups come up with a brand name as an afterthought. If that’s true, those businesses are run by idiots. People put plenty of thought into their brand names, but it usually doesn’t go much further than picking a stylish name and dreaming up logo concepts. The truth…

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