Companies often talk about rebranding — as if “reinventing” or “refreshing” a brand is the magical solution to any problem. This is not true. Here's how branding really works.
Three Steps to Frame the Heart and Soul of Your Brand
A gorgeous brand without a clearly defined purpose is like a perfectly wrapped gift that’s… well, empty. How disappointing is that?! Three steps to frame and nurture the heart and soul of your brand.
Embrace "I don't" to change behaviors. It's one of the most powerful phrases in your vocabulary. According to a recent study, "I don't" is up to eight times more effective than saying "I can't," and more than twice as effective as saying "no."
It's ok to fire bad customers. Actually, it's great to fire bad customers. Bad customers are holding your business back. They are stunting it's growth, and hurting your brand. Fire bad customers to free your company to do great work.
Do you believe in your brand? This may sound like a trite question, but do you? Do you really believe in your brand? Behind every Sticky Brand are people — smart, ambitious, impatient people. People who believe in their brand so deeply that they will do anything in their power to make it a success.
Would you get a tattoo of a logo? I know I wouldn't. I find the idea simply ridiculous. But from a branding context, wow! A tattoo worthy brand may be the pinnacle of consumerism, but it demonstrates that the brand stands something and people are connecting with it at a deep, personal level.
"The Customer Comes Third" is an intriguing and counterintuitive core values, but fundamental to AnswerPlus's services, relationships and brand. They build their brand from the inside out. Dana Lloyd, CEO of AnswerPlus says, "Our brand is our culture, and our culture is our people,"
Quality is a brand attribute many companies lay claim to, but few can clearly demonstrate. Pizza Nova defines quality as not only a core differentiator for their brand, but a core value. You can taste the difference in their products, experience it in their service, and observe it in their business model.
Bureaucracy comes with growth, but it's the antithesis of creating outstanding brand experiences. WildPlay is growing a sticky brand in a period of heady growth by baking their values into everything they do. They view their culture like a sourdough starter. With each new park they launch they break a piece of their culture off to seed the new facility.
There is nothing magical about marketing. It’s straight-up, process-driven work. The fundamentals are the same for every organization. The difference is how they are executed. Execution is the great leveler of brands.
Strategies can change, but values don’t. Your company’s values are the glue that holds it together. If you tamper with your values you risk crashing your brand, and jeopardizing or even destroying your business.
Telling your company’s story is a pretty simple recipe. It has 3 core ingredients: Purpose, Truth, and Action. But like all great dishes, the end result is largely based on the artistry and execution of how the ingredients are put together.
{"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
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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."