Branding

There's More To The Game Than The Name

John Malmo — Wed, 15 May 2013 12:36:00 +0000

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.

Rebranding Is Tougher Than Branding

John Malmo — Wed, 08 May 2013 12:37:00 +0000

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.

Ivory Gets Another Little Slap

John Malmo and Justin Willingham — Wed, 05 Sep 2012 12:50:58 +0000

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

Even Buildings Need Branding

John Malmo — Wed, 15 Feb 2012 13:30:00 +0000

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?