Don’t ever believe you can build a great brand with just marketing and advertising: if your stores are being run properly, your brand will flourish, regardless of your advertising or your marketing plan. 

Rest in Peace, JCP

Feb 19, 2014
JC Penney / WikiMedia Commons

J.C. Penney has been struggling to rebrand.  After replacing the CEO, they have reverted to their former retail image.

It’s gotten quite popular in the last few years to select dirty names for start-up businesses. There’s Dirty Dick’s Crab House, Fat Bastard Burrito, but none tops the new burger joint in Chattanooga.

Its name is Sofa - King - Juicy - Burger. If you say the name real fast, it only takes a couple times to figure out the intent of the owner. Despite, that is, the fact that he says there’s a large sofa in the joint. / Archer>Malmo

Nothing is more important in any business than its brand. And branding is very serious business. But what’s even harder than branding, is RE-branding.

Building a brand from scratch is very hard. Not for quitters. But at least you’re trying to reach open minds. As in, Now there’s a place to buy tacos, and it’s called Taco Bell. But if you add hamburgers and re-brand as, say, Taco & Burger Bell, people probably will never quit saying Taco Bell.

My generation grew up with a steady advertising diet of “Ivory Soap. Ninety-nine-and-one-hundredths-percent pure. And it floats.” 

Everybody knows brand names are important. And that picking a good name up front can save millions and years building brand awareness. But an office building name?