An introduction to a brand naming process. Learn a systematic approach to generating and selecting brand names, and how to test them. It's a proven approach, but it does take time and creativity to get it right.
Apple Music is losing the war to Spotify, because Apple forgot that success comes from challenging convention not challenging competitors. Spotify is the category leader in paid streaming music, and Apple Music is just an also ran service.
Symbols are a powerful element of your brand identity system that extend beyond your logo. The goal of brand builders is to create a visual shorthand using symbols to connect and engage your customers.
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