What's In a Name?
What goes through your mind when you hear that a company has changed its name. If you’re like me, you think, “why?” And right after that, you think, “did they do it for the right reasons, or the wrong reasons?”
Latest Entries
Novelty Naïveté
Good taste aside, I recently watched the movie Mall Cop. Amidst the various shenanigans and slapstick humor, I couldn’t help but chuckle whenever the protagonist cruised around on his mall police car equivalent– the Segway Personal Transporter. Though the Segway has been relinquished to the status of a comedy punch line, its history holds important …
You May Have A Branding Problem If…
Your brand profitability is slipping despite great new products at competitive prices, sufficient inventory and an adequate distribution network (consider: BUICK)
You are increasingly being squeezed out by both higher-priced and lower-priced brands (consider: COACH)
Your target customers have limiting brand perceptions (consider: XEROX) or many different perceptions of who you are (consider: KYOCERA)
One of your strongest …
Plastic Brand Surgery
Ever thought about a fresh look? Nothing too drastic, maybe just some tightening here and there. A modest face lift of sorts, just to stay looking young and relevant. No one wants to be old, let alone look old. What about plastic surgery for your brand? Just a few changes to update your look, to …
People-Watching With a Purpose
When it comes to maintaining brand profitability, in-depth market research and insight mining are indispensable. Even the savviest market-researchers face the inevitable question – Is this respondent really giving us an accurate account of what transpired? Whether due to fuzzy-memory, nervousness, brand bias, omission, or other unintentional/deliberate factors, research respondents often cannot fully articulate reality …
The Zen of Web Site Mock-ups
How many of you truly understand the proper steps in a web site mock-up? I bet many of you are already thinking of wireframes, grey boxing, sketching, and probably storyboarding. However, how many of you have truly come to love a custom system that you employ?
A truly great web site mock-up should not only be enjoyable to create but it should culminate into a beautiful / usable work of art for your client. Don’t get weighed down by the conformist proxies of our trade. Break the norm and develop your own process by which a web site is created. I have my own process which I’ll discuss with you below and I call sketchedbox-comp-storyframing-grey-modeling.
