Monthly Archives: January 2012

Who are you?

Every product, company, or cause has a name. The name is the one single feature that will last the entire lifetime of the brand, and in the world of branding, naming is good business.

Organizations that need a name want a great one, and when they come to me they believe their best chance is to hire a professional to take on the challenging task. After naming dozens of products and companies, I can tell you the toughest part of the process doesn’t rest with me.

The secret to a great name is courage. Your courage. The courage to recognize the potential in a good word; the courage to ignore silly criticisms during the selection process; and the courage to introduce it to the world with conviction.

Most people won’t have the courage to know a good name option when it is presented raw. That’s right; raw. With no history to back it up; with no cultural familiarity to make it part of our common language. It starts as just a word on a page. Raw.

Excellence in naming is hard, and inspiration for some of the most famous brand names have very different origins. Unfortunately there isn’t one proven formula for success, a situation that only makes the process more complicated for the uninitiated.

Naming is not an exercise in excellent creativity. It’s not a magical guessing game where the perfect word somehow looks better than all the other ideas. It’s next to impossible to come up with a great name; instead, select a good name—a name that helps introduce an interesting story and supports the strategy—and then make the effort to make it great! That’s what everyone else did.

There are tools that support the creative process—from brainstorming concepts to testing the best choices—and I am not suggesting anyone ignore rational discussion on the strategic value of a name. All I ask is that you enter the process with courage and an open mind. The right word will be there, and when you know who you are, you will pick a good name that you can make great.

Advertisements

Be good to be great

Success is found in a simple equation: a good business model plus a strong brand strategy will thrive.

As part of that equation, I will be the first person to tell you how important it is to have a solid brand strategy. I believe any organization in any industry can benefit from being proactive and strategic with their brand. No exceptions.

I will also tell you that a good business model could still be successful without the support of a compelling brand strategy. As much as it pains me to admit it, there are plenty of organizations that succeed regardless of how clumsy, disorganized or just plain bad their brand appears. The team works hard (probably harder than they have to), and they are able to hold enough relationships to support a business. It’s not pretty, and it’s not easy, but it works for them.

The opposite, however, is not true. Even the best brand execution won’t save an organization with a poor model behind their operations. It doesn’t matter how much attention or love or enthusiasm the brand generates; if the organization can’t function effectively, it’s doomed. If the organization doesn’t generate interest and deliver value—whether that’s revenue, donors, supporters, or attention—it simply isn’t sustainable.

While a good business may survive with a weak brand, a poorly run organization will fail, even with the best brand ideas. Always. You have to have a good model to have success with a great brand. No exceptions.

Kodak is expected to file for bankruptcy in the coming weeks. Kodak is an amazing brand; the phrase “a Kodak moment” is synonymous with moments so special they are worthy of a fabulous photo. With a solid brand and a lucrative business model—for many years they had a virtual monopoly on film production—the company was a classic power brand; the choice of consumers, a desired employer, an industry innovator and a leader within its community.

Kodak had the chance to stay relevant and evolve the brand experience, but they missed the opportunity. Love for the brand couldn’t ignore the technology shift that was eating away at the existing business model. The brand still holds a place in everyone’s heart—it’s an American icon—but the business model eroded and has fallen apart.

A strong brand strategy can evolve with the business model. A smart model can evolve around what innovation delivers and what the market demands. A good model is at the foundation of a great brand.