Blog Archives

Behind the Scenes in Naming a New Stadium

It’s become part of the modern corporate marketing playbook:  Emblazoning your name on a professional team’s stadium or arena. But some deals just don’t seem to fit the mold.  Or as a cheeky headline in Bloomberg Businessweek asked: Why Would

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Isis Pharmaceuticals: When Your Good Name Is Sullied

What would you do if Isis Pharmaceuticals Inc. were your name? The biotech company, sadly, shared its name with the extremist terror group.  In fact, the 25-year-old company was named for Isis, an Egyptian goddess revered for healing and protection.

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Store Brands: Better Quality and Design … and Better Names

Store brand names are much more powerful today than decades ago, when they were lightly advertised and often packaged anonymously. Today, store brands offer better quality and design – and better names. Upwards of 25% of items sold in U.S.

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You Can Differentiate Anything – Even Salt

“There is no such thing as a commodity,” Harvard Business School guru Ted Levitt once opined. “All goods and services can be differentiated.” Morton Salt proved that premise by branding table salt, under a trademark that goes back to the

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Monikers Made for Military Missions

Whether it’s a company or a product or a service, you’ve got to call your baby something. Even the military snaps to attention when it comes to identifying a new mission with a distinctive name. Consider: Operation Desert Storm (the

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When Changing Your Name Is Your Only Choice

ApplePay and Google Wallet have snared most of the recent attention in the world of “digital wallets.” But a 4-year-old brand, jointly run by Verizon Wireless, AT&T and T-Mobile, is being forced to rebrand itself because of developments totally beyond

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More Colleges Drop “Community” from Their Names

Industries change.  Businesses adapt.  Strategies evolve.  And names have to keep up – or they risk reflecting an outdated reality. Consider how new monikers can help gain new business. A few years ago the Savannah (GA) airport became the Savannah/Hilton

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Naming Paint Colors – and Hoping for an Emotional Attachment

Antique Red.  Cherries Jubilee.  Lusty Red. Among more than 1,500 Sherwin-Williams paint colors, each with a unique name and color swatch, those are just a few of the choices in the red palette. The company believes a catchy name helps

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Rhyme the Name, Train the Brain

“Hickory, dickory, dock, the mouse ran up the clock.” That might have been the first nursery rhyme you learned. There are powerful reasons why rhymes permeate early learning – and later in life, too, when the rhymes in popular songs

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7 Questions to Ask about Naming Rights for a Sports Team

So the Charleston RiverDogs are offering naming rights to their new baseball stadium. Should you bite? Here are seven questions to ask about any deal with a sports team. #1. What’s the connective tissue? Sporting events and teams certainly breed

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