5 Things We've Learned About Naming

In addition to the work we do that you'd expect from a brand consultancy, such as websites, sales materials, presentation design and logos, another service that 76West also performs is Naming Exercises. We've helped develop many names for brands, companies, products and services. Over the years, we've learned a few things about this important step in brand development. Here are 5 things we feel are crucial to making the process successful.

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Embrace Emotion and Humanity

There’s something incredibly powerful about marketing campaigns that create an emotional connection, ones that break boundaries, compel us to action and tug at our heartstrings. Sometimes, that requires putting data and analytics to the side and acting with passion and intuition. In other words, embracing emotion and humanity. It’s a simple, low-tech strategy that’s incredibly effective because it addresses the universal basic instincts we all share, creating connections and ultimately, long-term customer loyalty.

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Necessary Changes

Covid-19. There, I’ve said it. I didn’t even wait a sentence or two to mention it, let’s just acknowledge the elephant in the room. In many different ways, we have all been affected by the Coronavirus. Hopefully, you and your loved ones have not been stricken by it. But you have all either been social distancing, become home-school teachers or are now working at home. It’s completely taken us out of our normal routines, both in our personal and professional lives. This is different.

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Come Together: how we can help you right now

In our first webinar, we addressed how to stay viable in a unique landscape. The discussion was really good and so were the questions. Based on what was discussed and the engagement, we thought it would be helpful to “come together” (right now) as a marketing community and network with other individuals to help solve some of the specific challenges that you or your customers are dealing with today. Challenges such as those that we heard during our first webinar, like: ‘our flagship event was canceled; how do we pivot and generate momentum on such short notice?’ or ‘how can our company communicate an innovative solution while being sensitive to the current business climate?’.

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Trust The Process, Give It Time

Having a strong brand is essential in today’s digital arena. Within a matter of a few clicks or seconds, someone can find out who you are, what you believe in and how you act. Those 3 things can make or break a brand. So it goes without saying, the creation of a brand or a rebranding exercise is an important process for the good health and longevity of a company.

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