Branding

Archer>Malmo

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.


http://sofakingjuicyburger.com/

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.

http://askmalmo.com / 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?