Is there a best naming tactic or set of tactics? No. Tactics don’t automatically predict outcomes. But there is a best naming strategy. That’s because a name is an invented concept that integrates all salient aspects of the brand and […]
Tag: naming
The Zero Friction Branding™ Philosophy
An obvious—but oft-ignored—truth is that consumers never simply buy a product. First, they must find it on the shelf; next, they must pick it up; then, based on the names, designs, illustrations, and copy, they […]
The Brand Mason 