Category Archives: Branding

What’s in a name?

croppedimage540333-Naming

A good pragmatist look at nameing organisations – the logic and process from Wellington design firm DNA:

Creativity, clarity on the brief and objectives count with naming of course, but the process of selecting in order to protect and execute a name matters almost more.

We’ve found that there are often two lists, names you love, and names you can actually execute. Creating a list is relatively easy, getting a name you can use (protect) is often the hardest part.

Naming is a critical component in building a successful brand/service/experience. Following a well proven process and methodology will ensure delivery of a unique, relevant and realisable name – be it for a product, service, company or place.

Naming as a process is about having defined, ordered and robust logic behind what the consumer will experience. A name is only ever part of a brand, but its often where the process starts. Consequently, naming development relies on reaching agreement on a criteria for decision making, in order to ensure you get a result.

In addition there are types or groups of names; the most common are literal or descriptive names, which we believe are the most potent types to consider first off when developing product/brand strategy and naming. The first step in any naming exercise (be it evaluation or development) is to define which of these directions or types will best suit the project at hand.

Read the full article on the DNA website

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Paula Scher: Do What You’ve Never Done Before

Sometimes you have to ignore the brief, says renowned designer and artist Paula Scher. With a dry wit, Scher takes us behind-the-scenes on four landmark projects — from revamping MoMA’s identity to reinvigorating a Pittsburgh neighborhood through design — to illustrate how asking questions, pushing into uncharted territory, and doing something you’ve never done before leads to great work.

Popular versus Brilliant (Jim Bull at Designers + Geeks)

Best bits to watch [6:30-22:00]

Jim Bull is worried about the future of design and thinks you should be too. Co-founder and Chief Creative Officer of Moving Brands, Jim dissects an industry where design is judged by the number of its likes and shares, where the focus is on efficiency rather than brilliance, and where one or two companies set the design standard for the globe.

5 New Features Across Twitter, Facebook and Instagram That You Need to Know About

From www.socialmediatoday.com

One of the best things about covering social media and digital marketing is that there’s always something new happening, some new update or feature being rolled-out to cover. But some of them are relatively small-scale so they’re not necessarily worthy of their own, individual post – though they are still relevant and worth knowing for anyone working in the field.

To keep you up to date on these smaller changes and features, here’s a rundown of five upcoming or “in-test mode” features that are currently being trialled on some of the major platforms – starting with Twitter, which is testing some new customer service focused options.

1. New Twitter Profile Display Options

2. Twitter Sports Broadcasting

3. Facebook Video Downloads

4. Facebook Messenger Account Switching

5. Instagram Comment Moderation

Read about them on socialmediatoday.com