Lean startups need lean branding
by Eli Altman
If you talk to people starting companies, you’ll notice a four letter word that’s rocketing its way to ubiquity. That word is “lean.” This is primarily because of Eric Ries’ New York Times and Amazon bestseller “The Lean Startup.” The …
Branding is just like life: How to make it over the wall
by Danny Altman
When you do brand strategy consulting, seeing bad branding hurts just a little bit more. You have more empathy for how people deal with the visual and verbal assault they are under all day and all night. The first line …
Branding is Just Like Life: The power of “I don’t know”
by Danny Altman
Do you know anybody who has to be right all the time? If so, you probably don’t make a habit out of spending a lot of time with them. Being wrong is part of being alive. If you can’t make …
Picking a company name? Context is everything.
by Eli Altman
Outside the confines of a company naming process, people aren’t used to seeing names all alone. In the real world, names are surrounded by subtle and not-so-subtle cues that channel our perception. Logos, imagery, packaging, environment – they all play …
Branding is Just Like Life: Don’t squeeze the bloody life out of it
by Danny Altman
I grew up in a little beachfront enclave called Sea Gate, which was at the entrance to New York harbor. Â My mother would take me in the stroller down to Nathan’s Hot Dogs in Coney Island. The hot dog was …
Branding is Just Like Life: Somebody has to own the brand
by Danny Altman
When you are creating a brand, the first thing you need to be true to is yourself. Do not share the ownership of your brand with anyone else. This does not mean that your corporate brand is your private property. …
Branding is Just Like Life: Only don’t make it up as you go along
by Danny Altman
There are a lot of obnoxious stories out there about personal branding. This is not intended to be one of them. My own belief is that life is commercial enough without dragging branding into your personal life. But, allow me …
Branding is Just Like Life: Just let them be upset
by Danny Altman
There is a big difference between caring about what people think and worrying what people will think. In the case of Louis CK, he doesn’t care about either one. When asked if comedians should apologize for remarks that offend people, …
Should you rename your business? Check our flow chart
by Eli Altman
Deciding to rename your business is a pretty big decision. Do you have too much brand equity? Too many stakeholders? Does your name connect with your audience? Can it? So we created this flow chart to help you sort through …
Adventures in bias: Why focus groups will kill your brand
by Rose Linke
“Apple is famous for not engaging in the focus-grouping that defines most business product and marketing strategy. Which is partly why Apple’s products and advertising are so insanely great. They have the courage of their own convictions, instead of the …