...nd communications. Brand managers invest significant amounts of money to align the brand with big-name celebrities in the belief that they will (a) draw attention to the endorsed brand, and (b) transf...

...r 100 million views in its first 10 days. While her meteoric rise to stardom made her a household name literally overnight, it all happened so fast no brands were nimble enough to jump on her bandwago...

What’s in a name? Everything, when it comes to brands. And there are few better ways to sear a name into the public’s consciousness than to plaster it in massive letters atop a prestigious...

...at to the home front. It’s a phenomenon known as “cocooning’’ – a name coined by trend forecaster Faith Popcorn in the 1990s. And it’s the reason why some brands ...

...and loyalty? “Mind your X and Y’s” wrote Lisa Johnson in the book of the same name, who attempts to prove that the buying habits of the 18-to-40 year olds can be anticipated. Johns...

...ect being launched in Bangkok. And with this competition we have witness some very creative brand names, brand positioning and media strategies. But what is driving people to live higher and higher t...

... and a legible visual is doubly confusing. The best word in advertising is the customer’s name. The second best word is “you”. Your ads should be about your customer. Too many ads ...

There’s been a lot of name-calling going on lately … and not all of it has been nice. Naming is one of the first and most important jobs in the creation of a brand – and also one of...

As I mentioned in my last column, we’re going to continue with our name-calling theme. There have been some particularly interesting developments in the motorcycle arena in recent weeks as &ldqu...

Well, here we are, back again for another session of naming names. To conclude our three part series on the art and science of conferring monikers on goods and services, we shall delve into the fast-c...