And, beyond perception, colour can improve the functionality of your marketing. Consider this research curated by colorcom.com: Read More
However, when branding goes wrong, it can go really wrong and have severe consequences for your company. Read More
Shout out to folks at Radio Shack and why it’s smart to play through the flack when your branding is carefully considered and authentic using The Gap and the Apple iPad as examples.
One of the bravest and smartest things a marketer can do is to fight the temptation and pressures to come up with “something original” and simply name a product based on what it does. See my post of last month on this with examples like Facebook and YouTube.
http://thebrandmechanic.com/2009/12/22/picking-a-brand-name-based-on-what-it-does/
It’s just one of the reasons I love the new name.
The other concerns the challenges that comes with the territory of being straight-forward; namely how do you make it distinctive and not categorical? And, at the same time, use the other naming principle that is too often ignored in the rush to “something original”. That is, ‘borrowing to build’: leveraging the equity of your corporate masterbrand or powerful older sibling brands to launch your new product.
Apple gracefully solves this problem two ways:
Face it, if you could change just one letter and connect your protect to the fastest-selling product in history, well, wouldn’t you do it?
It’s why the iPad name will be working hard for Apple all the way to the bank long after the armchair critics have grown tired of mocking it.
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