Brand renaming: Uncle Ben and Aunt Jemima

Brand renaming: Uncle Ben and Aunt Jemima

Brand Renaming By Tom Dougherty Brand renaming: Uncle Ben and Aunt Jemima Brand renaming is not as simple as it sounds. Consider the Uncle Ben and Aunt Jemima brands. The names, loved by many, are changing in response to today’s greater racial sensitivity. But their...
The wasted dollars of product naming

The wasted dollars of product naming

The wasted dollars of product naming By Tom Dougherty Product naming – Stop the craziness Product naming is important. But brands should hold every part of their businesses to a high standard of eliminating wasteful spending. For example, few industries are...
Changing brand names. Not too often.

Changing brand names. Not too often.

Changing Brand Names By Tom Dougherty Changing brand names usually not needed Changing brand names is rare occurrence if your goal to grow your market share. If your category is relatively mature, then re-evaluating your brand is as important as your advertising...
Brand Naming. What are the rules? Is it important?

Brand Naming. What are the rules? Is it important?

Brand Naming By Tom Dougherty Brand Naming. What are the rules?  NAMING DOESN’T JUST NEED “MORE” We spend a lot of time dispelling the myths of branding. We tell companies to define their brands by the customers they wish to influence. More than by...