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This is what I believe: that naming is one of the most cost-effective – and underused – opportunities available to tell your story and connect with people, especially potential and actual customers and employees.
This belief has crystallized especially over the past year, while working with Ted Matthews on an upcoming, updated and revised edition of Brand: It Ain’t the Logo* (*It’s what people think of you™). In the chapter dedicated to naming, I had the rare opportunity to think extensively about and define in detail the approach I take to the discipline. It can be summarized with the opening sentence above and with this excerpt:
“In our overcommunicated world, great names make it easy for people to understand who you are and what you’re offering. They make it easy for people to decide if they want to buy in or opt out, and for your advocates to tell the story to others. They are deep reservoirs of meaning that you can access for telling your story now, and long into the future as you write new chapters.”
So: Andris and Associates is about to flip – to a new name that unleashes this potential for my company, and most importantly, gives me a platform from which to show business leaders what great names can really do for them.
There will be more to share in the coming weeks. For the moment, thank you sincerely for your ongoing support.
COMING SOON: A fully updated and revised edition of the Globe and Mail-bestselling
Brand: It Ain’t the Logo* (*It’s what people think of you) – with a new chapter on naming.
THIS JUST IN: Brand: It Ain’t the Logo* ranks #2 on the Globe and Mail’s list of bestselling business books for March.