Monthly Archives: Mar 2016

A rose by any other name…

…might smell as sweet but unless it has name awareness, it could sink into oblivion alongside lesser known plant varieties. Finding appropriate names for brands is THE most favourite part of our work. It’s creative, of course, but there is a clearly defined process that we have honed over the years to make it more effective for our clients.

1. Brand positioning questionnaire – to unearth our client’s objectives for their brand.

2. Brand positioning statement – we agree with the client a defined statement about what the brand is to represent, the target market, any differentiating factors and evidence of differences that can be used as part of the marketing messages.

3. Examination of the market sector and the competition. Easier these days with online resources but we still do field work too. What is out there? How should we position our client’s brand so that it fills a gap?

4. Naming – the best bit. At this stage all feasible names are laid out for consideration. There should be a back-story attached to each name – a reason that makes it fit with the brand proposition. We need to think ahead and consider long term potential here, not just the new-born that has been presented to us. 

5. The names are short-listed and the favourites are checked against the trademarks register in the relevant classifications for the brand.

6. Names that have the potential for trademark registration are presented to our client. We normally offer 2-3 at this stage. This may seem like a limited choice but the client can be sure that the names offered are robust in terms of suitability by this stage and it is usual for us to get an instant positive reaction provided the client gave us an accurate brief.

This process ends with a design brief, which is the start of the next creative stage. Over the past 26 years we have named, created and helped to build countless successful brands. You will see them in supermarkets, on billboards, on TV, in magazines and in your home.

Call me if we can help – 07801 251767

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Could the creation of a product be key to reducing your dependence on your service business?

A business advisor once suggested that our business needed to create a PRODUCT in order to become more sustainable. This was an alien idea to us at the time – our business model was based on the supply of bespoke marketing consultancy and design services. We took the suggestion on board however and thought about how we could use existing skills to create something tangible. 

It’s not unusual for consultants to enter publishing of course, with books, periodicals and dissertations providing an income stream. The most obvious idea therefore became our first product – a magazine entitled Business Solutions. It was a showcase for our core business and a really enjoyable exercise. For over 4 years it was both a marketing tool and an income generator in its own right. 

Publishing a profitable magazine is hard work and Business Solutions depended on the continued input of us as the business owners. The publishing industry was also undergoing a digital revolution in 2005-6 when we reluctantly decided to change direction. We wanted a product that could stand on its own feet – a product that had the potential for generating, if not a passive income, repeat orders without constant reinvention.

The story of our chocolate brand, Beyond Dark, developed from this requirement. http://www.beyonddark.co.uk

You might like to explore the potential for your business to develop a product. Call me for a free initial discussion on 07801251767 or email elainenester@adm-group.co.uk

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