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About Branding

Your face here: you can be an instant global brand

by Pons Maar and Danny Altman Have you ever wanted to be a recognized-around-the world iconographic image? Why go to all the trouble of creating your own icon when you can ride on the back of one that’s already out there? Revolutionaries have always had the best branding. Now you can follow in their legendary…

Brands that might not make it through the year

A report came out a few days ago that assessed the likelihood that some familiar household brands wouldn’t survive the year. On the watch list was Eddie Bauer, Chrysler, Old Navy, Esquire Magazine, Crocs, Saturn, Budget Rent-a-Car and Borders. It’s tough out there. Lots of people are making difficult decisions. While some are facing new…

Branding is just like life

I would like to write about branding in a way that has not been attempted so far. After many years of helping companies create and breathe life into their brands, I have a confession to make. I don’t get it either. My brain has a block against abstract concepts, and branding is one of those…

For some brands there is life after death

In a New York Times story called Brand Names Live On After the Stores are Closed, we find out what happens when brands survive the companies that gave birth to them. A case in point, a familiar retailer that started in San Francisco. Nothing quite exemplified the American male’s attraction to bright, shiny objects like…

Try not caring.

There’s a certain amount of foolishness about the way we go about constructing brands. Actor Jason Segal helps us understand that you never know exactly when or how you will hit the emotional core, but when you do, just have the sense to get out of the way.

What’s wrong with innovation? (How much time do you have?)

What’s wrong with “innovation?” Naming and branding suffer from the same drive to quantify and predict results. The result: over-engineered names.

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