Monthly Archives: March 2015

Is Your Brand Worthless? Then Your Name Shouldn’t Be Either.

[Cache #194] By Andris Pone President, Coin Branding — “What’s a Zoosk?” This query formed the first sentence of our chapter on naming in Brand: It Ain’t the Logo.  Three years later, it is still a bloody good question.  Zoosk is a name read more

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Belieb It: Ghomeshi Could Bounce Back

[Cache #193] By Andris Pone President, Coin Branding — Last week, I was asked by CBC reporter Ioanna Roumeliotis if Jian Ghomeshi could ever rehabilitate his brand.  My answer was that it’s difficult to see a path to recovery for him.  If there is read more

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The Beer Store’s Brand Goggles

[Cache #192] By Andris Pone President, Coin Branding — Yes, a brand is what people think of you.  And in a recent moment of inspiration, I suggested that even more important is what we think of ourselves.  But: too high a level of read more

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On CBC’s The National Tonight re Jian Ghomeshi Replacement

Dear Reader, I had the pleasure of a conversation today with reporter Ioanna Roumeliotis of CBC TV’s The National, who had some questions about the impending rebrand of Q, the show vacated by Jian Ghomeshi. A new host, rapper Shad, was named today. You can read more

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WestJet and the High Cost of Ownership

[Cache #191] By Andris Pone President, Coin Branding — It is the Holy Grail of brand positioning:  for your target audience to instantly, unanimously associate you with one or perhaps two positive words. Exceedingly few brands – whether organization, product, service or personal read more

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