Naming & Straplines: Getting the Words Right
Naming projects usually fail twice, once on availability and once on the strapline. Here are the four naming routes, the Companies House and trade mark checks that are not optional, and what makes a strapline last.
What a Brand Strategy Actually Contains
Plenty of businesses buy brand strategy without agreeing what should land on the desk at the end. This is the component list: audience, frame, positioning, proposition, messaging, tone, naming, visual direction and measurement, with a test for each.
Brand Refresh or Rebrand: How to Tell Which One You Need
Most businesses asking for a rebrand need a refresh, and a few asking for a refresh have a deeper problem. A decision framework, real cost figures for UK name changes, and documented examples of both calls going right and going badly wrong.