THE BRAND NAME GAME
One of the definitions of a brand is a name with a promise. Most consumer research focuses on defining and refining the promise – finding ways to manage the positioning and execution of products and services so they are bought by the widest possible audience. But often the name is part of the brief, so if you are trying to rise to the challenge right now, here is a Tangible Q&A on creating and researching brand names. First things first: is consumer research a good way to find a great brand name? No. Unless you are very lucky it is […]