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FALL 2005 BOLD PRINT Articles:
Tips for Creating
Brilliant Business Names
Phillip Davis, Tungsten Brand
Marketing
Basic Brand Building
JoAnn Hines
From Playing Card to Business Card
Geo W Smith
Profitable Partnering
Kare Anderson
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Tips for Creating Brilliant Business Names
Phillip Davis
Tungsten Brand Marketing
Imagine if Yahoo! had been named TheInternetDirectoy. Or
StarBucks was christened “Premier Coffees”. The names would be far
more descriptive than their current ones. But they wouldn’t embody
the essence or spirit of the companies they represent. Even if they
offered the exact same goods and services, it’s unlikely Yahoo! or
StarBucks would enjoy the same market share they now possess if
given the more descriptive, and arguably accurate, names.
Now why is that?
In short, great brand names leverage our emotions. They resonate
with the experiential right side of the brain vs. the logical left
lobe. And emotions carry more motivational “charge” than logic.
People buy emotionally and then justify rationally. And because
great brand names create mental “pictures” they equate to a
proverbial thousand descriptive words. They are the zipped files,
the condensed soup, the computer macros, that all expand and unfold
in our minds every time they are seen or heard.
Creating emotionally charged names requires knowledge, expertise and
a knack for wording. The first place to find positively charged
names is in the words themselves. Words have equity and that equity
can be transferred into a company or product name. For example, a
company that wanted their customers to see their products and
services as fresh, new and exciting borrowed the emotional charge
associated with the word “virgin”. That’s how we have Virgin
Airlines and Virgin Records. A computer company demonstrated its
fresh, friendly approach to the industry with the consumable name
Apple. A campy clothing company exuded adventure with its name
Banana Republic. An online job board wanted to impress employers and
job seekers with its massive listings… hence Monster. And need I
mention Amazon? Borrowing on the attributes intrinsic to a word or
phrase is a natural way to instantly instill emotion in a brand
name.
But with more and more dictionary words being used, hoarded and
trademarked, what’s a company to do? Another way is to simply put
familiar positive words into unique combinations. Witness our
previous example of StarBucks. What’s brighter than a star or has
more mass appeal than money? Does it say coffee? No, but it sounds
more appealing than “The Coffee Corral”. And more importantly,
company names rarely exist in a vacuum. They are on a sign above the
store, or on a proposal or on a business card being handed over by a
salesperson. There is contextual support that helps fill in the
blank so the name doesn’t have to do all the literal, descriptive
explaining. That’s where a lot of companies err. They make the name
explain their category rather than evoke their benefits.
Yet another way of accomplishing this task is by creating a word
that sounds “ish”. When I say “ish” I mean it sounds like it matches
the company or product- even if it doesn’t make sense. An example
you ask? But of course. My favorite is Viagra. It has the “V” of
vigor and vitality, plus the “iagra” of Niagra. While not an
existing word, it plays on existing, familiar parts and patterns of
speech that create a natural flow to the name. Hence the name Viagra
is, in my book, “ish”. It fits the product and the category. Cialis
doesn’t. Which means Cialis will have to buy the emotional bond with
lots of emotion-rich (and expensive) advertising. It can be done,
but it will cost. A whole lot.
Borrowing existing word equity, creating unique combinations and
inventing “ish” words. Just three of the ways to develop a great
brand name. Try each of these techniques and if you can't come up
with a name, ask a really good Scrabble player!
Phil’s life goal of “creating environments where
people thrive” reflects his desire to assist in personal,
professional and business growth. Phil founded and ran a full
service ad agency for over 17 years and now works full time as a
business naming and branding consultant. Phil resides with wife
Michelle and four energetic offspring outside Asheville, North
Carolina.
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Basic Brand Building
JoAnn Hines
A brand is the essence of who you are. The more powerful the brand
the more memorable you will become. Think about brands that you can
identify with. What impresses you about them and what attributes
make you remember them? Brand icons didn't get that way over night
and many of them have failed because they couldn't "connect" with
their audience. Strong brands will stand the test of time.
After you have thought about strong compelling brands that impressed
you start building your own brand statement by distilling down your
essential core message: Who are you and how do you want people to
identify with you? What values do you represent? When people think
about you what image do you want them to visualize? Think about what
sets you apart from you associates. This is about building your own
image so forget the company or business in your personal brand
statement.
Now that you have started thinking about your core message consider
ways that you can reinforce your brand. Remember YOU are the brand,
not your product or service, so this is essentially about you. Where
and how can you demonstrate your brand message? When and how can you
reinforce your brand?
Your brand needs to be authentic, from the heart; you can't make a
brand statement believable about something you are not. When
evaluating your brand message it's important to understand your
audience who are you trying to impress with you message? What do you
want them to remember? You are creating your own "personal buzz"
with your brand so the more you can hone in on your audience the
better you can craft your message. It's important to recognize that
you can't be all things to all people so you want to capture your
target audience with your message.
Everything you do should have your brand image, whether it's giving
a speech, writing a letter or the message heard on your voice mail.
The brand is a living thing, the more you utilize it the more
powerful it will become. Building a brand is like using a set of
building blocks. One piece doesn't make much of a structure but 20
pieces will. Think about how you can build your brand by adding
pieces to enforce the totality of the structure "you." Getting
outside opinions helps your cause. When people think about you what
assets to they remember? If it's different than what you are tying
to convey then you need to reshape your message.
Take a moment to study the brand messages of people you admire or
hope to model. Using the Internet is a great place to do this. Type
in the name of the person in quotation on any search engine and see
what turns up. It should give you ideas on ways to craft your own
message.
Think about how many places you have your name listed on a piece of
paper or the Internet. That's where you should be building your
identity here a short list of places you should be making your brand
shine.
Voice mail
Business cards
Stationery
Email address & SIG file
Personal website
Press releases
Personal branding will help you stand apart from your competition.
Whatever the circumstances your brand can only enhance your
identification in the marketplace. Keep on refining and honing your
brand message as you become more comfortable with whom you are.
Recognized Packaging Guru and Chief People
Packager JoAnn R. Hines unlocks the secrets that propelled her
career from anonymity to world recognized leader. This indispensable
workbook will show you specific ways to accomplish your personal
branding goals and launch your career into the stratosphere. We have
done all the work for you with guidelines, cheat sheets and
easy-to-use templates to customize for your own use.
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From Playing Card to Business Card
By Geo W Smith
Without the development of the printing press in 1445 the
Renaissance may never have happened, and Johann Gutenberg the
inventor certainly did not know he was sowing the seeds of the
business card entrepreneur’s bonanza we have today. What
civilization gained from Gutenberg’s invention is incalculable.
Visiting Cards
Visiting cards (also known as calling cards) first appeared in China
in the 15th century, and the earliest European form of visiting
cards appeared in France in the 17th century during the reign of
Louis XIV – “Le Roi Soleil”. They were normal playing cards on which
visitors wrote their signatures, promissory notes and other
messages. The cards were just a little smaller than the size of a
man’s hand. As time went by, these visiting cards further developed
into greeting and other cards.
The business card evolved from the Visiting card over time, but
through it’s evolution it’s purpose remains the same.
Trade Cards
Trade cards, another early form of the Business card, existed in
England around the same time. Trade cards were used as a form of
advertising and sometimes contained a map directing potential
customers to merchant stores, as there was no form of street
numbering system at the time.
Other printing materials, such as newspapers, has not yet caught on
as a vehicle for business marketing, so the earliest Trade cards
were printed and issued using a letterpress method. However,
copperplate engraving became the most popular method of producing
the cards by the 18th century, and up to the 19th century, Trade
cards were printed using a single color (monotone). But as
businesses thrived throughout the Industrial Revolution, so did the
production and distribution of Trade cards.
Lithography
Around 1830, lithography using several colors became an established
method in Europe and was the primary method for printing cards. As
printing techniques became increasingly advanced, Trade cards became
more elaborate, with pictures and full color designs. Since color
images were not widely available, these cards became collector’s
items, and as the hobby elevated, many tobacco companies put the
sporting celebrities on one side and photos with text about their
products on the reverse. This was the start of the modern day
trading cards. Meanwhile, Visiting Cards arrived in Europe around
the middle of the 1800’s.
Calling Cards arrived
Visiting Cards, or “Calling Cards” as they became known, were
essential to the 19th century middle classes. The initial letters on
personal Visiting “Calling Cards” denote French words:
p. f. – congratulations (pour feliciter)
p. r. – expressing one’s thanks (pour remercier) – even if one is
presented with flowers
p. c. – mourning expression (pour condolence)
p. f. N. A – Happy New Year (pour feliciter Nouvel An)
p. p. c. – meaning to take leave (pour prendre conge)
p. p. – if you want to be introduced to anybody, send your visiting
card (pour presenter)
Soon, the Business card evolved from a fusion of traditional trade
cards and visiting cards. A distinction between “business” and
“visiting” cards quickly developed with the ornate Visiting card
serving social obligations only, whilst Business cards on the other
hand, were used solely for promoting business. It was considered to
be in very poor taste to use a Business card when making a social
call.
These days, the modern business card is used primarily for the
purpose of promoting a business, but it also serves as a calling
card.
First Salesman’s Business card
Whilst Visiting Cards were at first the domain of the upper classes,
and trade cards were made to advertise and promote particular firms,
the salesman who did the footwork calling on prospective clients
needed a means to exchange information in a simple, concise manner.
To fill this void the Business card was introduced with address or
telephone contact information in fancy printing and graphics.
Today, the salesman’s Business card takes on many forms, including
custom die cut shapes and sizes, with glossy coatings and top
quality photo graphics.
Business Card Printers Turn to Plastic
Known for their durability, plastic business cards were manufactured
using a variety of plastic substrates, including but not limited to:
Polystyrene, Polyvinyl chloride (PVC), Polyethylene, Polypropylene,
Polycarbonate, Polyester and synthetic Papers.
20th century advances in printing technologies and synthetic
materials made it possible to print liquid inks onto plastics. In
addition to the wide range of commercial applications of this
technology.
Today in the 21st century the more adventurous entrepreneur Business
card printer has developed an array of sophisticated products. These
include Silk art board, single and double sided Business cards,
quality labels, complimentary slips, letterheads for all industries
in superior quality papers, and laminated single and double sided
Postcards for all occasions. All of which can be designed on line
and uploaded to your personal computer. A boon to the busy firm
requiring special needs.
For the rest of the world, the exchange of business cards has become
common even for social introductions. Even today, some people still
carry “personal” Business cards which contain only personal contact
information and have no relation to their employer or business.
Written for Goodprint Ltd
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Profitable Partnering
By Kare Anderson
Become your customers top-of-mind choice.
Some of these snapshots of real life SmartPartnership success
stories can be adapted to help your kind of business (or non-profit
or government agency) thrive…
1. *Offer Special Touches That Your Competition Doesn't*
That’s how guests at the Holiday Inn Express enjoy the opportunity
to try Kohler’s new multi-function showerhead and spa bath.
Families staying at some Holiday Inns featuring Nickelodeon Family
Suites get to play in a water park and arcade.
Who knows how many people chose to stay at the Ritz Carlton during
one Fall, rather than at another luxury hotel because of an added
thrill, complimentary use of a brand new Mercedes during their stay?
2. *Trade Benefits to Lower Your Overhead - While Attracting
Attention with a "First Ever"*
That's how T-shirt designer Tami Minatelli could exhibit at nine
street fairs last summer without paying for her booth space. A
manufacturer of a new, unique, no- stain suntan lotion paid for
Tami’s booth. Because she wore their lotion and her T- shirts, with
a sign above her head, describing her original painting-on-cotton
method and the lotion’s “do no harm” guarantee. Next to burn
protection, that’s the biggest concern of people who use suntan
lotions.
3. *Co-Create Products That Provide Another Reason to Buy - and
Attract Media Coverage*
That’s why Volkswagen's Beetle and BMW are creating an in-car
adapter to accept iPod music players by Apple Computer Inc.
Spectacularly expensive iPod minis, decorated by Swarovski with
1,000 crystals (one for each of the 1,000 songs it can store) are
attracting priceless publicity, as have some cell phones and pianos,
also “Crystallized with Swarovski"
That's how the new Acer laptops look ever more elegant now that they
are packed into a candy red casing, designed by Ferrari 3400,
complete with the sports car’s logo.
That's why this summer you’ll have another reason to buy Adidas’
trendy new walking shoe. It will sport striking-looking and cushy
Eagle F1 tire treads from the tire giant Goodyear.
4. *Get Introduced to Prospective Buyers Where Your Competition
Isn't Even in Sight*
That’s why those who fly on Delta Air Lines airline, Song, will see
cabin interiors and flight attendant uniforms created by clothing
designer Kate Spade.
5. *Become a Bigger Customer Magnet by Joining Forces to Offer More
Helpful Tips *
That’s why, when pillow-maker, Leo Hollander decided to drop private
labeling work in favor of launching his own brand, he recruited
complementary partners. On his "Live Comfortably” web site, he
provides articles by a feng shui expert, a chiropractor, and a color
specialist. Result? He boosted all partners’ visibility and
credibility – in front of their mutual market of customers.
6. *Give Your Niche Market Something They'll Want to Talk About*
To reach men in bars, sports arenas and restaurants, advertisers
used the Wizmark, otherwise called an "interactive urinal
communicator.” As men step up to the urinal they activate, with the
slightest movement, a sensor that prompts red lights to flash,
crunchy guitar chords to sound and a 30 second commercial to appear.
Yes women, the male response has been positive.
7. *Let Your "First-Ever * Story be Optimally Timed for All
Partners*
That’s why Oprah Winfrey and General Motors could *make dreams come
true* for audience members and reap millions of dollars of free
media coverage. Women were escorted out to the parking lot where
they saw rows of beribboned Pontiac 6Gs to drive away. What a way to
kick off the new TV season and be top-of-mind for car buyers.
That's why this summer you’ll have another reason to buy Adidas’
trendy new walking shoe. It will sport striking-looking and cushy
Eagle F1 tire treads from the tire giant Goodyear.
8. *Give People Another Reason to Try Your Product*
That’s how Applebee’s and Weigth Watchers attracted new customers
without advertising more. When Weight Watchers designed and branded
several low-cal menu items for Applebee’s, followers of their diet
program (and those thinking of losing weight) could eat out without
guilt, at Applebee’s. And Applebee’s fans got a first-hand
introduction to the flavor of Weight Watchers.
Bottom Line benefit:
SmartPartnerships generate a profitable payoff for all partners
because, at the very least, they get a credible introduction to each
other's customers.
You don’t have to go it alone any longer. The “feel good” truth is
that, with the right partners, the sum is greater than apart.
Here are some low-risk and high-opportunity ways to jump-start your
first consumer-attracting SmartPartnership
1. Print joint promotional messages on your bills.
2. Offer a reduced price, special service, or convenience if
customers buy services or products from you and your partner.
3. Hang signs or posters promoting one another on your walls,
windows, or products.
4. Mention one another's benefits when you speak at local events or
are interviewed by the media.
5. Show the joint use of your services and their benefit on the
health of patients
6. Pool mailing lists and send out a joint promotional postcard.
7. Promote your partners' products during their slow times, and ask
them to do the same for you.
8. Share inexpensive ads in local shopping papers or a nonprofit
event program.
9. Give a joint interview to local media.
10. Put one another's promotional messages on Lucite stands on
counters or floor stands in waiting areas.
11. Encourage your staff to mention how your partner's products can
be used with yours.
12. Give your partner's product to your customers when they buy a
large quantity of your product, and ask your partner to do the same.
13. Use door hangers, posters, flyers, or postcards to promote
special offers for one another's products.
14. Co-produce an in-store or other event, demonstration, celebrity
appearance, free service, or lecture.
The BIG Benefit:
Together the partners in each of these real life success stories
generated far more visibility, value, money and goodwill than they
could have accomplished in traditional “solo” promotions,
fundraising or advertising.
Kare Anderson is the author of SmartPartnering,
publisher of the
SayitBetter newsletter reaching 32,000 people,
speaker and Emmy-winning former NBC and Wall Street Journal
reporter.
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