Thu 31 Aug 2006
Make a name for yourself … name your stuff.
Posted by Mike Bawden under Much Ado About Marketing
Comments Off
Duct Tape Marketing’s John Jantsch makes a great point about the power of branding and the ability of a product name to add legitimacy to the every day. According to this post in John’s blog:
“Naming and documenting your success systems offers a prospect proof that you do indeed have a system, you follow steps that assure results. In many instances you can communicate how much more valuable your process is by simply showing them that it is more complicated than you make it look and that you actually do much more for them than they ever knew.”
We do the same at B&LPR. Brandcrafting is the name of our methodology for message development. Another process we use to help identify and make adjustments to brand messages going from one culture into another is Cross-Cultural Branding.
Product and process names don’t have to be overly-clever, either. Names that succinctly paraphrase the process used aid with understanding. A “No Hassles Guarantee” is pretty clear and intrinsically more valuable than a plain product guarantee.
Technorati Tags: Marketing, Product Naming, Naming Systems, Brand Names, Duct Tape Marketing, John Jantsch, Brandcrafting, Cross-Cultural Branding
No Responses to “ Make a name for yourself … name your stuff. ”
Sorry, comments for this entry are closed at this time.