Helpful words

Clawing your way to the top

What happens when a product name has zero connection to the brand? A camping trip leads to a curious discovery in the sleeping bag department.

Try not caring.

There’s a certain amount of foolishness about the way we go about constructing brands. Actor Jason Segal helps us understand that you never know exactly when or how you will hit the emotional core, but when you do, just have the sense to get out of the way.

What’s wrong with innovation? (How much time do you have?)

What’s wrong with “innovation?” Naming and branding suffer from the same drive to quantify and predict results. The result: over-engineered names.

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