Naming may be one of the most difficult tasks in branding. From my perspective, it is about as difficult as successfully positioning a brand in an overcrowded market or developing the brand architecture for a brand that has grown through multiple mergers and acquisitions over the years.
Greetings from the wonderful, if rather wet, city of Shanghai. About seven years ago I signed on with a big multi-national to train its marketing teams here in China.
#1. Forget about ‘positioning’, luxury is not comparative.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Laura, a marketing executive from Atlanta, Georgia who asks…
“Nobody’s Perfect” is the title of Doris Willens’ new book on Bill Bernbach and the golden age of advertising.
