Apple has a sticky brand because they redefine categories, not launch products. Other companies launch innovative products, but Apple stands heads and shoulders above their peers by continually redefining categories. Apple Pay and Apple Watch redefine the mobile payments and wearables categories.
My Ultimate Bucket List: From Brilliant to Blunder
Malaysia Airlines launched and pulled a marketing campaign called, My Ultimate Bucket List. It was a brilliant campaign, but entirely inappropriate following the loss of Flight 370 and Flight 17 being shot down over Ukraine.
Take a page from Apple's playbook and ask, "What would Apple do?" It's hard not to admire Apple's brand. They not only have brand loyalty, they have brand anticipation. Everyone wants to know what Apple will do next. Apply some of Apple's principles of branding to grow your brand.
The founding vision of a business is the roots of the brand. Startups, like Percy 3D, establish long lasting and scalable brands by having a strong vision. Their vision plants roots for the brand to grow and thrive.
Hotel Fines Guests For Negative Reviews; It Killed Their Brand
Hudson Union Street Guest House has destroyed their brand. A failed social media policy created a media crisis on a global scale. They fined guests $500 for negative reviews on Yelp, and the story became viral. The only option left is to rebrand.
What Made You Successful Won’t Make You Successful
Past successes are not predictors of future successes. Toocoo Media grew by over 2,000% in one year: from $200,000 in revenue to over $4,200,000! They're not relying on the past, and pivoting to a new market for the next phase of their growth.
Developing Influencers: Octopus Products Focuses On Designers
Many industries have a hierarchy, and at the top are the influencers. Octopus Products focuses on their influencers, the designers, to drive sales and grow their brand.
David vs Goliath: How Trisura Beats The Big Companies
"If the big companies did everything right, there wouldn't be room for us," says Mike George, CEO of Trisura. Small and mid-sized companies, like Trisura, have an opportunity to compete and win against the giants of their industry. They create a David vs Goliath story by finding areas where the giants are lacking.
Faster is Better: Speed Differentiates Almag’s Brand
Manufacturing in North America has never been more challenging. Not only are manufacturers competing with cheap imports, they're also facing steep competition at home. Almag Aluminum differentiates their brand by focusing on speed. Faster is better.
It's hard to innovate if you are not listening. Phil Hollows, CEO of FeedBlitz explains, "The only way we can compete successfully against free services like Google is by out servicing our clients and out listening our competitors."
Walk The Talk. How Cabico Delivers The Human Touch
"It's so important to walk the talk," says Alain Ouzilleau, President of Cabico. Great marketing is tangible. It's more than words. It's an integral part of the organization, and holds up the brand like the pillars of a building.
{"Jeremy Miller has put together an excellent roadmap for companies to successfully name companies, products and services along with the naming landmines to avoid and the naming opportunities to aggressively conquer."
David Brier
{"This beautifully designed book spells out the journey that will take you to the Promised Land: a Sticky Brand name."
Kevin Roberts
{"Jeremy Miller’s brilliant book will help you solve the biggest problem in marketing today."
Al Ries
{"A beautiful, captivating and useful book!"
Mark Schaerfer
{"Jeremy has written a masterpiece. Combining story with visuals, he brings the process of naming your product or business to life. Everyone is creative and this book provides a roadmap to designing the perfect name."
Donna Miller
{"Action-oriented. Beautifully designed. Inspirational. Brand New Name takes the pain away from naming."
Gino Wickman
{"When it comes to anything branding-related, Jeremy Miller is the foremost expert. When it comes to naming anything—from a hashtag to a business—he has created a process for you to plan, brainstorm, and test your ideas. Brand New Name should sit on everyone’s desk as your only brand naming bible."
Gini Dietrich
{"I wish this book existed when I was creating our brands! Jeremy’s process makes sure you start your business with a winning name."
Brian Scudamore, founder & CEO of 1-800-GOT-JUNK? and O2E Brands
{"Don’t try to name, or re-name, anything without this book! Brand expert Jeremy Miller lays out a proven, step-by-step process that anyone can use to create an unforgettable brand name. Miller’s approach is strategically inspired and brilliantly simple."
Denise Lee Yohn
{"This is such a badly needed book! Part inspiration, part how-to, Brand New Name shows you exactly how to create a brilliant name/brand for your business, product, service, initiative – anything that needs a name."
