Category Archives: Brand name

Ever been at a function, say a BBQ, and asked someone what they do…their story business-wise? Some people come back with, “well, we do lots of things.” Immediately you begin to switch off. That person has irretrievably lost their best chance to pique your interest. They’ve frittered their golden opportunity for you to ask “tell me … Continue reading Why you can only tell one story (at a time)

The billboard I walk past often first got me interested when The Good Taste Company’s dips, endorsed by chef Michael van de Elzen, used the term “My great tasting dips are good from scratch”. Originally, it was the ‘good from scratch component that took my fancy Good from scratch is very close to, though obviously different to … Continue reading Good Taste cook themselves a million dollar message

Inspired, or rather uninspired by the use of the world ‘solution’ in a brand name or tagline, the thought came around what other words should be given the big miss. Without too much trouble, superior, excellence, committed, unique.There’s two good reasons to steer well clear of such terms. They mean nothing – and, in actual … Continue reading ‘Solution’ is not the solution – even if it sounds like it should be

Look at the following picture outside Trade Aid’s central Wellington shop. Then check its tagline (which indeed is the first thing you see) Hand made change Three words that combine to make a distinctive, different and desirable message. Not only does it reflect the change that Trade Aid is helping to bring to under-developed economies, … Continue reading A tagline…nailed

Or, why your tagline needs to nail your company’s promise If your company name doesn’t indicate what you do, then the tagline, sometimes known as a slogan, is especially important. It needs to be distinctive and different; and that’s what makes it valuable. That’s because it is the start of your conversation with your customer. … Continue reading Would you start a story by giving it a misleading headline?

What do you think the billboard pictured below in Wellington, New Zealand’s capital city, is ‘selling’? You certainly can’t tell from its tagline – defined at as “a slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey”. Well, if “Delivering exceptional customer experiences since … Continue reading So, what does CallActive actually do?

The problem with many messages, from taglines to web home pages, is they try to say too much. Instead of presenting one clear argument, a proof, of what’s on offer, you get mixed messages. For our relatively straight-forward minds, which are always attempting to sift and categorise information, this is really confusing. Indeed, such is … Continue reading Why your message can only have one central truth

As someone who, for a felted wool ball I tried to commercialise, came up with one name ‘Sheep Balls’, I’m only too well aware of the dangers of a poor brand name. A recent edition of The Economist has Johnson, a book reviewer, giving the once-over of Alexandra Watkins “infectious little book”. Watkins, the founder … Continue reading Getting your brand name right or wrong…it is where fools rush in