It’s a sad day when a brand dies and with our economy I’m sure most of us have seen a project or a client shutter their business. The question becomes then how to do it.
What’s in a Name?
Naming (or renaming) a brand is harder than naming a child. Trust me. I’m trying to do both right now. A child’s name can be largely arbitrary, based on what you feel, what you are comfortable with, what sounds good with your last name. We consider things like cadence, meaning, lineage, history and then the emotional baggage of other people who have the same name. Now naming a brand carries all of the latter but should never have the former. So what should you consider when creating a name?
Preference: The Genius of Sir Mix-A-Lot
One of the most important and unmeasurable attributes of a brand is preference. We cannot always measure why we prefer one brand to another but we have specific preferences. Now our dear Sir Mix-A-lot had preference too. “I like big butts and I cannot lie…” Even his brothers can’t deny.
Launching the Brand
When relaunching a brand the visual elements aren’t enough. You have to launch everything: every touch point from phone scripts to sales script to how the brand speaks. Every touch point has to be turned to a trust point.
