Brand Strategy Articles

Association Naming: Is it Time for a Refresh?

Association naming used to follow a relatively simple formula, combining geography with industry description followed by the word “association” (or a synonym thereof). Thus we have functional names along the lines of: National Cattlemen’s Beef Association American Sugarbeet Growers Association Boston Police Patrolmen’s...
Use Brand Touchpoints to Stay on Course

Use Brand Touchpoints to Stay on Course

Only a very small fraction of what is said about a brand comes from the brand itself. The rest comes via word of mouth from customers, prospects and the world at large—i.e., anyone who has ever interacted with one of the brand’s many touchpoints. If you haven't...

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