If you think about it — each one of us is a BRAND! What have YOU done to build your personal brand? Here’s what Paul Rand, President of Zocalo Group advised graduates from Northwestern University: What’s most compelling to me is that the proven foundations and principles of driving recommendations for brands are almost identical [...]
Your brand name is a critical starting point in building a brand image for your product. There are 5 key elements in selecting a good brand name: 1) it creates a positive image for consumers; 2) the positive image travels to other countries well; 3) its easy to pronounce, remember, and spell; 4) its legally available and domains are available; 5) it fits into your overall marketing strategy.
Iconic brands don’t just happen, they are carefully managed to develop and maintain their brand image. In his original treatise on the subject, Douglas Holt, an Oxford professor, described the strategy associated with building iconic brands. His notion was that iconic brand build a myth tapping into the collective anxieties and fears of a culture. He uses the myth of the cowboy to describe the success of the Marlboro man in the marketing of cigarettes.