http://www.isnare.com/?s=author&a=Phillip+Davis Marketing Phillip Davis Wed, 12 Mar 2008 00:00:00 +0800 http://www.isnare.com/?aid=122256&ca=Marketing When people mention the word "brand" they usually mean a well known, well defined company. That's why consumers frequently mention names such as Target, Rolex, Apple, BMW and others who have done an excellent job in crafting an image and sticking with it. Buyers know what to expect from these compan... Marketing Phillip Davis Wed, 12 Mar 2008 00:00:00 +0800 http://www.isnare.com/?aid=122258&ca=Marketing When creating a truly great company name, the number one consideration should be the level of “engagement.” “Engagement?” you ask incredulously. Yes… engagement. While there are all sorts of naming strategies… metaphors, acronyms, coined/ invented, key attributes, positive connotations, etc., the on... Business Management Phillip Davis Thu, 21 Feb 2008 00:00:00 +0800 http://www.isnare.com/?aid=122253&ca=Business+Management Naming a business is like laying the cornerstone of a building. Once it's in place, the entire foundation and structure is aligned to that original stone. If it's off, the rest of the building is off, and the misalignment becomes amplified. So if you have that gnawing sense that choosing a name for... Business Management Phillip Davis Thu, 21 Feb 2008 00:00:00 +0800 http://www.isnare.com/?aid=122255&ca=Business+Management Imagine if Yahoo! had been named TheInternetDirectoy -- or StarBucks was christened “Premier Coffees”. The names would be far more descriptive than their current ones. But they wouldn’t embody the essence or spirit of the companies they represent. Even if they offered the exact same goods and servic... Business Management Phillip Davis Thu, 21 Feb 2008 00:00:00 +0800 http://www.isnare.com/?aid=122257&ca=Business+Management It's easy to think that because you have a name, logo and tag line, that you have a brand. But corporate identity is just the first step of building a brand image. The name, logo and tag line are two dimensional elements in a three dimensional world. And to become "real", to become a living, breathi...