Blog Archives

Avoiding Trademark Pitfalls: Q&A with Tara Benson, Esq.

Choosing a new trademark is a thorny task for many companies. So we asked Tara Benson, Esq., a seasoned intellectual property attorney, for her thoughts on how to avoid the most common pitfalls. Benson is Trademark and Licensing Counsel for

Posted in Interviews

Multilingual Suitability: Q&A with Elisabete Miranda

Estee Lauder was set to export its Country Mist makeup when country managers in Germany pointed out that “mist” is slang for “manure.” Oops! The product was re-branded Country Moist in Germany. A sports utility vehicle from Mitsubishi was called

Posted in Interviews

Why .com is Still the Domain of Choice: Q&A with Zeus Kerravala

Even with so many new options for top-level domains available these days, nothing beats .com for name recognition. So argues Zeus Kerravala, founder of ZK Research (http://zkresearch.com/), a consulting firm for strategy and tactics in the IT and social media

Posted in Interviews

Buying a Domain Name: Q&A with Jim Comerford

So the domain name you crave – let’s call it GreatName.com – is already registered.  Now what? It’s worth checking into other options such as a slightly different version of the name.  But if you want that precise URL and

Posted in Interviews

Irreverent Names

Q&A with Our Expert Panel Big Ass Fans is a new national advertiser. They sell the world’s most efficient ceiling fans, in diameters from 5 to 24 feet. The company started life as the High Volume Low Speed Fan Company,

Posted in Interviews

Consumer Behavior: Q&A with Marshal Cohen

In Buy Me!, his latest book, consumer behavior expert Marshal Cohen talks about how to retool your products and your marketing to one-up your competitors. Or as the book’s subtitle suggests, “new ways to get customers to choose your product

Posted in Interviews

Domain Names Soar: Q&A with VeriSign’s Pat Kane

It’s a boom time for domain names as more people and more marketers flock to the Internet. Domain names have grown 7% in one year, with more than 41,000 new ones added each day, on average, last quarter. Online ad

Posted in Interviews

Testing names: Q&A with Sandra Bauman

Can you really test a new name with customers and prospects? What can you expect to learn from the process? To answer those questions, we sat down with Sandra Bauman, PhD., founder of Bauman Research & Consulting, LLC (www.BaumanResearch.com). Over

Posted in Interviews

Avoiding Trademark Pitfalls: Q&A with Tara Benson, Esq.

Choosing a new trademark is a thorny task for many companies. So we asked Tara Benson, Esq., a seasoned intellectual property attorney, for her thoughts on how to avoid the most common pitfalls. Benson is a senior member of the

Posted in Interviews

How Color & Flavor Names Affect Choice: Q&A

Is Moody Blue a better name for a flavor than Glacier Freeze? How will consumers react to a color named Razzmatazz instead of Bright Orange? And what’s wrong with good old Fire Engine Red? Two marketing professors have been studying

Posted in Interviews