Good to the last drop

Posted on Jan 25, 2013

“Good to the last drop” was first used in 1907. Maxwell House coffee made it “Good to the last drop®” in 1926 when they finally protected the trademark. So, for everyone who questions the cost of good branding/marketing/advertising – often the investment in intellectual property returns value for years, decades, or even centuries. Want more […]

Continue reading »

Naming: navigating the minefield

Posted on Jan 16, 2013

It’s very challenging to create company names these days, especially when we insist on making the name available as a .com, be trademarkable, be easy to spell – zig-zagging around dozens of branding landmines. (One acid test: Can you remember a name perfectly, for example, if you hear it once over the phone?) So. We’re […]

Continue reading »

Success Startup Step #12

Posted on Apr 14, 2012

Pinch the right pennies. You don’t need fancy offices to launch a successful startup. You don’t need to own the factory that will make your widget. Distribution and warehousing don’t have to be bought – they can be rented. Those are just a few sensible ways to keep your overhead low. You can economize in […]

Continue reading »

It’s Darwinian. (Duh!)

Posted on Mar 27, 2012

Is your brand endangered? Here are nine tests to see if you’re adapting for survival: 1. Have you shifted >51% of your media spending to online? 2. Could your tagline be used only by you, and not by your closest competitor? 3. Has your website been redesigned since 2007? 4. Have you introduced a new […]

Continue reading »

Tagline talk

Posted on Jun 16, 2011

How to create, evaluate and test an effective, strategic tagline.

Continue reading »

Branding should not focus on customers

Posted on Jun 10, 2011

Your brand’s substantial, leveraged growth will come from prospects, not customers.

Continue reading »

Need tagline examples (non-U.S.)

Posted on Apr 16, 2011

I’m giving a talk on taglines (aka straplines, slogans, buttons) at the International Association of Business Communicators meeting in San Diego in June. Since it is an international audience, I could use more examples, stories, case histories of taglines from brands around the world. We’re just fine with U,S. examples as you can read in […]

Continue reading »