Smart is the new Silly
If you believe the advertisers, brilliance surrounds us. There is the Smart car, of course. There is Hyundai’s tagline, Live smart. There is the Bluetooth Smart (which I’ve previously ...
Rogers’ new tagline: More money than brains
I learned a new saying this morning. If a turn of phrase ever strikes you as awkward, just say this: “That rolls off the tongue like a ...
Valentine’s Part 1: Name (and bedroom) makeover
With Valentine’s Day in sight, it may be time to finally face a question you’ve been dreading: are you truly in love with your business name? Your ...
Branding: Why bother?
Being different is the essence of branding. If you’re not different, you’re the same – so why would anyone choose you instead of your competitors? To establish ...
Developing your tagline: be different
A brand position is defined as how we are different. And a tagline is defined as how we say we are different. Think of Subway. When most people think about ...
Starbucks VIA finds a fan in Taster’s Choice
The critics were everywhere when Starbucks introduced VIA, an instant coffee that’s packaged in single serving sizes, designed for use on the go. I took the contrary view that far ...