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Make sure you cheer for the canucks over the flames. Go nux! https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1414791970807-ASZ12N7MV9G4A46I9HWY/Untitled-4.jpg REG Test - Aventa Aventa is an addiction treatment center for women. being of such an emotional and touchy industry we needed a name that was comforting, showed success and seemed helpful Read More about how we helped them HERE https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1414791970665-90GCZP5MMIF7SMD8OER4/Untitled-6.jpg REG Test At Cetero we helped them develop a name for their company, they were in need of a name that fully captured their business practice. 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Go nux! https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1415249952295-13OD67VBPMF5VG4QX5GO/Biovantage+Logo+with+Tag+blue.jpg REG Test - bio 4 You get the point of what im doing here... this is just to show the overlays and how it works with having this much text over an image. we want to make sure you have a great experience. Make sure you cheer for the canucks over the flames. Go nux! https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1415249957061-625OGMJYW52M0I1AAF0A/Biovantage+Logo+with+Tag.jpg REG Test - bio 5 You get the point of what im doing here... this is just to show the overlays and how it works with having this much text over an image. we want to make sure you have a great experience. Make sure you cheer for the canucks over the flames. Go nux! https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1415249957666-2JI9T1DRHPEYFNEHPLP1/Biovantage+Logo+with+Tag+blue.jpg REG Test - bio 6 You get the point of what im doing here... this is just to show the overlays and how it works with having this much text over an image. we want to make sure you have a great experience. Make sure you cheer for the canucks over the flames. 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Antarctica is the only continent without products named by Identicor. Are you that elusive client we're looking for - that wants to sell to penguins? https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1428687176311-FITN8XN5QHXFZWUVT7Y3/shutterstock_149042600+ID+Weg+Silver+letters+alphabet.jpg Brand Names http://identicor.com/oil-gas-engineering-industrial daily 0.75 2015-03-30 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1427676935190-YGE65VQ38XYYXMYURORB/Acuren.png Oil & Gas, Engineering, Industrial https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1427676935190-YGE65VQ38XYYXMYURORB/Acuren.png Oil & Gas, Engineering, Industrial https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1427676942964-Q9KROD6T87I7PTDVRR35/Tacten.png Oil & Gas, Engineering, Industrial https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1427676940580-OU2ZOVTZY18QRACKWAQ6/Coflow.png Oil & Gas, Engineering, Industrial https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1427676944247-DKK5SQIYW4WRHSY09X3O/Zeron.png Oil & Gas, Engineering, Industrial https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1427676936183-7AHJ3EX3J2UO62L5P7VX/Prodesy.png Oil & Gas, Engineering, Industrial https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1427676936830-JYDOWXVZ43411N9AKJD8/PuroBlaze.png Oil & Gas, Engineering, Industrial https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1427676935641-PFERCDLFBKFFLA4E93FZ/Corcoda.png Oil & Gas, Engineering, Industrial https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1427676940169-XFFTNYWX70B4EU75ZROT/SafeHold.png Oil & Gas, Engineering, Industrial https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1427676938834-ATOCJ0KC6C9WQLNUU9JA/QZone.png Oil & Gas, Engineering, Industrial https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1427676941510-P1VTT4X57LO4YBWWI3K5/Santerro.png Oil & Gas, Engineering, Industrial https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1427676942600-2J7Y4UUXAYYI84JISF1W/Soil_Coil.png Oil & Gas, Engineering, Industrial http://identicor.com/brandscapes-blog daily 0.75 2018-05-16 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1472505131951-YWNRREUTNX1CR71HCZMA/Brandscapes_Blog_White_Spread.jpg Brandscapes Blog http://identicor.com/brandscapes-blog/2018/5/16/words-that-work-in-selling-technology-free-seminar-may-31 monthly 0.5 2018-05-24 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1527176620186-HAW6PT1RYXR2PH66UTB4/Tecterra_Words_Work_Sell_Tech_Brandscapes.jpg Brandscapes Blog - Words that Work in Selling Technology - FREE Seminar May 31 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1526505604263-58XJI0B8MQEOZD80ME28/Tecterra_PNG.png Brandscapes Blog - Words that Work in Selling Technology - FREE Seminar May 31 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1526506239059-EOO76JT0EB3N1NI2K18E/Roger-Grant-Circle-small-png.png Brandscapes Blog - Words that Work in Selling Technology - FREE Seminar May 31 http://identicor.com/brandscapes-blog/2018/1/16/extreme-brand-interaction-ikea-wants-you-to-pee-on-its-ad monthly 0.5 2018-01-16 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1516129383227-0Q1PRBWQCWGTI8MQTKEN/Ikea-Ad-Pee-Crib.JPG Brandscapes Blog - Extreme Brand Interaction – IKEA Wants You to Pee on Its Ad https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1516129333890-KVAQV260ROVRJJNQC1Z4/Where-Life-Happens-Sparkler-IKEA.jpg Brandscapes Blog - Extreme Brand Interaction – IKEA Wants You to Pee on Its Ad http://identicor.com/brandscapes-blog/2017/5/2/volvo monthly 0.5 2018-01-16 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1493927215868-OBTC8EEOYL8UOTGHQCGH/image-asset.jpeg Brandscapes Blog - Can a Testimonial Change Buying Criteria? https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1494005625091-TGVKH12GRZDQHW34ZT8N/image-asset.jpeg Brandscapes Blog - Can a Testimonial Change Buying Criteria? http://identicor.com/brandscapes-blog/2017/4/12/vimy-ridge-technology-lessons-for-today monthly 0.5 2017-04-14 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1491995580851-BPJHC8RDCVYWP30ARK3D/image-asset.jpeg Brandscapes Blog - Vimy Ridge Technology Lessons for Today https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1491995692165-0N4ETSS6NJ3RZCNQHKAD/image-asset.jpeg Brandscapes Blog - Vimy Ridge Technology Lessons for Today http://identicor.com/brandscapes-blog/2017/4/6/vimy-ridge-teamwork-training-lessons-for-today monthly 0.5 2017-04-13 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1491493185767-MOQJOXG9GKQ2O8AND3HL/image-asset.jpeg Brandscapes Blog - Vimy Ridge Teamwork & Training Lessons for Today https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1491493143319-QD7WY3CV17CJUC7WNCVX/image-asset.jpeg Brandscapes Blog - Vimy Ridge Teamwork & Training Lessons for Today http://identicor.com/brandscapes-blog/2017/3/30/vimy-ridge-innovation-leadership-lessons-for-today monthly 0.5 2017-04-06 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1490884291787-GGBVAIV0PYUOK0HLZ8WX/image-asset.jpeg Brandscapes Blog - Vimy Ridge Innovation & Leadership Lessons for Today https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1490884354554-L487D1OUS2R1ZPJNBJG5/image-asset.jpeg Brandscapes Blog - Vimy Ridge Innovation & Leadership Lessons for Today Lance Corporal Walter Mathews Oliver Princess Patricia Canadian Light Infantry http://identicor.com/brandscapes-blog/2017/3/6/where-did-nike-get-the-inspiration-for-just-do-it monthly 0.5 2017-03-06 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1488818993726-BGQ1SNGCUP4FJSEK1M5Y/NYT_Just_Lets_Do_It.JPG Brandscapes Blog - Where Did Nike Get the Inspiration for JUST DO IT? -=- The Answer Will Surprise You Gilmore’s final “Let’s do it” words were prominently featured in news coverage including a front page headline in the New York Times. https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1488818879606-MIYA9BX81H4HCN1559UX/image-asset.jpeg Brandscapes Blog - Where Did Nike Get the Inspiration for JUST DO IT? -=- The Answer Will Surprise You http://identicor.com/brandscapes-blog/2017/2/14/brexit-the-most-viral-brand-name-of-the-last-12-months monthly 0.5 2017-02-15 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1487117550057-I218EMWY60IBW6Y5LB14/image-asset.jpeg Brandscapes Blog - Brexit: The Most Viral Brand Name of the Last 12 Months http://identicor.com/brandscapes-blog/2017/2/2/a-4-year-preview-of-presidential-headlines monthly 0.5 2017-02-03 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1486059797425-OYLM78MWI0ICWIFFH8J7/image-asset.jpeg Brandscapes Blog - A Preview of Presidential Headlines http://identicor.com/brandscapes-blog/2017/5/25/how-to-boost-your-brands-credibility monthly 0.5 2017-05-25 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1495728701639-U7Y4OTV7YPJXMJFYEPYJ/image-asset.jpeg Brandscapes Blog - How To Boost Your Brand’s Credibility http://identicor.com/brandscapes-blog/2016/11/10/would-you-fly-on-an-airplane-named-boom monthly 0.5 2016-11-30 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1478812047322-27HJD2FFYUP8MPDQILJV/image-asset.jpeg Brandscapes Blog - Would You Fly on an Airplane Named Boom? http://identicor.com/brandscapes-blog/2016/9/2/name-or-number-a-product-naming-lesson-from-stardate-458542 monthly 0.5 2017-05-05 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1494016074338-RT2LKNQOIRED5ANM457S/image-asset.jpeg Brandscapes Blog - Name or Number? – A Product Naming Lesson from Stardate 45854.2 http://identicor.com/brandscapes-blog/2016/9/2/what-are-you-really-selling monthly 0.5 2017-04-14 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1492174295708-RCMZYQTBG2EB301YXC6I/image-asset.jpeg Brandscapes Blog - What Are You Really Selling? http://identicor.com/brandscapes-blog/2016/8/29/1-better-74-richer-tiger-woods-at-augusta monthly 0.5 2017-04-14 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1492160643183-GBUGAMVLBRRYQIGYQOS2/image-asset.png Brandscapes Blog - 1% Better 74% Richer - Tiger Woods at Augusta http://identicor.com/brandscapes-blog/2016/8/30/farewell-to-albertas-brand-ambassador monthly 0.5 2017-04-14 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1492169158082-3EL8K1UFUZFMJGLPHLPK/image-asset.jpeg Brandscapes Blog - Farewell to Alberta’s Brand Ambassador http://identicor.com/brandscapes-blog/2016/8/29/team-naming-winnipegs-nhl-debate-jets-moose-or-falcons monthly 0.5 2017-04-14 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1492168179499-XC3R62HUWIVS0L6UGDM8/image-asset.jpeg Brandscapes Blog - Team Naming: Winnipeg’s NHL Debate – Jets, Moose or Falcons? http://identicor.com/brandscapes-blog/2016/8/30/brand-strategy-does-your-brand-have-an-enemy-it-needs-one monthly 0.5 2017-04-14 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1492160460419-XXKHU2DXHB97YVZNO1BL/image-asset.jpeg Brandscapes Blog - Brand Strategy: Does Your Brand Have An Enemy? It Needs One. http://identicor.com/brandscapes-blog/2016/8/30/brand-messaging-do-you-talk-to-your-real-customer monthly 0.5 2017-04-14 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1492171037406-VPY6MIETQ9K7QR4CALNG/image-asset.jpeg Brandscapes Blog - Brand Messaging: Do You Talk To Your Real Customer? http://identicor.com/brandscapes-blog/nenshi monthly 0.5 2017-04-14 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1492170145209-GG6PX1JA4HG258W10432/Naheed_Nenshi_Calgary_Mayor_purple.jpg Brandscapes Blog - Personal Branding: What Can You Learn from the Brand of the Year? http://identicor.com/brandscapes-blog/2017/4/29/is-it-possible-to-go-from-dirt-cheap-to-dirt-expensive monthly 0.5 2017-04-30 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1493524922489-ERAI0AAYW9UUMGX3HDXK/image-asset.jpeg Brandscapes Blog - Is It Possible to Go from Dirt Cheap to Dirt Expensive? From Commodity to Brand Branding insights can happen just about anywhere – even in the next door neighbor’s driveway. That’s exactly where I encountered a commodity product that has been transformed into a brand – in my next door neighbor’s driveway. Avid Gardeners My neighbors Bob & Sharon are avid gardeners. In the spring they go to every nursery and garden center in our area in search of the best plants. They spend a lot of time tending to their flowers and shrubs. The results are outstanding. In the summer months their yard explodes into a kaleidoscope of color. Recently Bob told me about his plan to add some extra soil to his flower beds. The delivery was scheduled for the next day. Delivering the Order I expected to see a dump truck arrive and unload a big pile of dirt on Bob’s driveway. But that didn’t happen. The next morning, instead of dump truck, a huge semi with two trailers and a fork lift came rolling down the street. It was loaded with dozens of big yellow bags filled with “Alberta Gold” top soil. Bob hadn’t ordered a dump of dirt. He ordered a nice, neat, branded container of top soil. The packaging is the essential point in this story. The big yellow bag transformed a commodity into a brand – and not just because it provided space for graphics. The yellow bag is a brand maker because it enhances the customer’s entire experience with the product. Dump of Dirt Dilemmas Gardeners who order a dump of dirt are at the mercy of the weather. If the dirt arrives on a windy day, it blows into the adjacent yard and riles up the neighbors. If rain is in the forecast customers have to do their yard work as soon as the truck arrives, or risk having the dirt wash away into the storm sewer. A Better Customer Experience The big yellow bag is a game changer. It protects the soil from wind and rain. It allows gardeners to do their yard work when the sun shines and in little bits at a time. There is also no mess to clean up afterwards. With the yellow bag there is no unsightly dirt footprint left on the driveway or lawn. The Brand Price Premium The packaging provides huge advantages over the traditional dump truck approach to home dirt delivery. And because the soil is now a brand, it is also more expensive. The going rate for a cubic yard of dirt dumped on the driveway is about $100. The same cubic yard of dirt delivered in the big yellow bag costs 50% more. This price premium is definitive proof that the yellow bag has achieved true brand status. Yellow bag soil is not dirt cheap. What About Your Company? What can your company learn from the big yellow bag? The biggest lesson is to focus on your customer’s experience. What bothers customers about your product or service? What would make their experience better? In the case of the dirt, the problem wasn’t the product itself, but the weather. Finding a way to protect the soil from the wind and rain made all the difference. If you can make problems go away, or add extra benefits, you could have the basis for a brand. Packaging as a Competitive Advantage The next lesson is a bit more specific - pay attention to packaging. There is no difference in the actual product whether it is delivered by dump truck or in a big yellow bag. The source of competitive advantage is in the packaging. The yellow bag doesn’t just make the product look better, it makes it more functional. Hope for Commodity Sellers The final lesson should be an inspiration for every company, no matter what you’re selling. Is there anything that is more of a commodity than dirt? And yet the big yellow bag people elevated dirt into a brand. If you can brand dirt, you can brand anything. http://identicor.com/brandscapes-blog/2016/8/30/whats-your-most-important-marketing-decision monthly 0.5 2017-06-29 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1492168334191-OUSG0MCUAOAG49HAM1T0/image-asset.jpeg Brandscapes Blog - What’s Your Most Important Marketing Decision? http://identicor.com/brandscapes-blog/2016/8/29/company-naming-advice-for-1-800-flowers monthly 0.5 2017-04-14 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1492161135802-F07H7WALJNT8I3BXM578/image-asset.jpeg Brandscapes Blog - Company Naming: Advice for 1-800-Flowers http://identicor.com/brandscapes-blog/2017/4/29/business-card-or-branding-card monthly 0.5 2017-06-01 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1493525975631-NNA7AMNA63NXF1AKQ4YW/image-asset.jpeg Brandscapes Blog - Business Card or Branding Card? Networking Energy Fall is probably the best season for networking. Energy and focus are high as we all get back into full business mode after our well earned summer vacations. High Interest Rates This fall is no exception. Bank interest rates may be low, but networking interest rates are high. So far this fall I’ve met more than a hundred new business contacts. I expect I’ll do business with some and refer others to people in my network. I’ve also found the people I meet at events to be highly interested learning about my company’s services. Do Business Cards Make a Difference? Why the heightened level of interest? I haven’t changed Identicor’s service offering or business model, so the credit has to go to my new business cards. That’s right my business cards. Can business cards make a difference in stirring a prospect’s interest? Absolutely. But only if they voyage beyond the Geneva Convention mentality. The Prisoner of War Paradigm Flip through the cards you’ve received lately. If your stack is like mine, most of them follow the rules of the Geneva Convention. They do little more than provide prisoner of war information – i.e. name, rank and serial number. Okay, for business purposes, the serial number is now replaced with phone, website, and email details, but you get the point. These cards present contact information and maybe a functional description about the company’s products and services. This is all worthwhile content, but it is not enough to pique curiosity about the benefits a company provides. Prisoner of war business cards can never position a company as a high value brand. Engaging the Imagination In developing the new Identicor cards, I wanted them to do much more than just provide contact facts. I wanted the new cards to capture attention and engage the imagination. I wanted the cards to turn the business card exchange into an event that would prompt my new acquaintances to think and ask about how Identicor could help their businesses. Can a business card really accomplish these goals? Absolutely. Identicor’s new cards are living proof. Now when I present my cards, people stop to think. They frequently smile and offer positive comments. They talk about their business needs. They actually study the cards. They talk about the cards to other people they meet. Why? Because they get to choose. What Makes My Cards So Special? My new cards have one front, but seven different backs. Identicor doesn’t have just a new business card, but a collection of business cards. Thought-Provoking Questions The front of the card displays the Identicor logo, service and contact information, and lots of white space. Each of the seven card backs presents a different thought-provoking question such as: What are you doing in your customer’s mind? Where in the world do you want to do business? How big is your blip (on you ideal customer’s radar)? Questions beg for answers. They get people to think and respond. Have you ever mentally replied to a question in print? (Maybe you just did J) The questions get my new acquaintances thinking about Identicor’s services in the context of their business needs, which is the first step in the sales cycle. The questions are supported by visually commanding photographs.     https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1493526079954-ZKI9HW7C3UNDWJRE33G6/image-asset.jpeg Brandscapes Blog - Business Card or Branding Card? http://identicor.com/brandscapes-blog/2017/5/25/2008s-hottest-brand monthly 0.5 2017-05-25 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1495709790257-A69GVHSPF7UG0JOHA8NB/image-asset.jpeg Brandscapes Blog - 2008’s Hottest Brand http://identicor.com/brandscapes-blog/2017/5/2/the-folly-of-what-where-names monthly 0.5 2017-05-02 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1493763418102-UWQTO4U4XGTTZOM67JQ3/image-asset.jpeg Brandscapes Blog - The Folly of What & Where Names The Need for Change I’m currently advising a couple of future-minded companies on changing their names. Both of these organizations have outgrown their original monikers and need new titles to be effective long term. They operate in completely different service areas, but their current titles suffer from a common flaw – an over emphasis on what they do and where they do it. What & Where names – titles that state what you do and where you do it - are very common. But putting industry and geographic references into a name give it a very limited shelf life. In fact one of the companies that needs a new title is less than five years old. A Naming Approach from Decades Past What & Where names may have been effective in decades past, but not today. Instant global exposure through the Internet renders geographic boundaries irrelevant in many sectors. Technology, industry dynamics and customer expectations change too quickly today for geographic-industry style names to endure for any length of time. Outgrown Company Names Companies with What & Where names are invariably destined to outgrow them. American Telephone & Telegraph outgrew its name. So did the Radio Corporation of America, Canadian Tire and countless others. A Visionary Title for 1901 The Royal Bank of Canada is another example. Introduced as the visionary new title for the Merchants’ Bank of Halifax in 1901, the Royal Bank of Canada name positioned the company as far more substantial, upscale and sophisticated than its more parochial competitors such as the banks of Montreal, Toronto and Nova Scotia. From Growth Asset to Liability The Royal Bank of Canada name helped drive the growth of the company, making it the largest bank in the country. But in the 1990s as the Royal Bank cast its gaze southward to the U.S. in search of additional growth opportunities, the name ran out of gas. It was no longer a growth asset. The name became a liability. Company leaders came to realize there were three problems with the name. The first was Royal. The second was Bank. The third was Canada. Royal doesn’t play well in the States. More than 230 years after the fact, Americans are still miffed about taxation without representation and the Red Coat occupation. Bank comes across as a rather narrow transaction-focused term, especially in today’s market where the Royal Bank and similar organizations are involved in so many financial fields beyond traditional banking. And when Americans see the word Canada, they think about hooligan hockey players and Arctic cold fronts sweeping down from the Great White North. There are no connotations of world-class financial institutions linked to the word Canada. An Abbreviation Retreat In order to appeal to its primary growth market, the company decided to jettison its century old title. It became an abbreviated shell of its former self, taking on the name RBC Financial Group. In Canada the new moniker camouflaged the name’s appealing, historic meaning and required customers to reverse engineer an acronym to realize they were still dealing with the Royal Bank of Canada. In the U.S. the name went from having a bad meaning to having no meaning at all. Coming across as just another random collection of letters that collided in a bowl of alphabet soup, the RBC label failed to plant any appealing or relevant message in the minds of customers. Inviting Confusion The RBC name also created a new problem, poor differentiation. It left the company prone to constant confusion with other alphabet soup named entities like RBS (formerly the Royal Bank of Scotland) which is also pursuing a U.S. expansion plan. When geographic-industry names hit their limitation points, they almost inevitably degrade into a meaningless collection of letters. Steer Clear of Geographic-Industry Names Unless you’re planning to play small and stay small in a market segment that is immune from cultural and technological change, avoid What & Where names. Putting a geographic and industry reference into a name is a guaranteed recipe for future obsolescence. Beware of What & Where names. http://identicor.com/brandscapes-blog/2016/9/2/branding-lessons-from-the-ranch-part-2 monthly 0.5 2017-04-14 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1492161356289-GSJOWY1SLQW8VJH7TW36/image-asset.jpeg Brandscapes Blog - Branding Lessons From The Ranch – Part 2 http://identicor.com/brandscapes-blog/2016/9/2/branding-lessons-from-the-ranch-part-1 monthly 0.5 2017-04-14 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1492161387033-GCX5A01XPRQNEAMRL1XJ/image-asset.jpeg Brandscapes Blog - Branding Lessons From The Ranch – Part 1 http://identicor.com/brandscapes-blog/2017/5/31/the-top-5-b2b-super-bowl-ads-of-all-time monthly 0.5 2017-06-01 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1496269242111-97ZL25YGDSY1JC52BEK6/image-asset.jpeg Brandscapes Blog - The Top 5 B2B Super Bowl Ads of All Time http://identicor.com/brandscapes-blog/2017/4/29/what-are-you-doing-in-your-customers-mind monthly 0.5 2017-06-29 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1493523613944-NG12H7H7CEB2X6V8XR80/image-asset.jpeg Brandscapes Blog - What Are You Doing in Your Customer’s Mind? As I walked into the store to pick up some contact lens solution I had a specific brand in mind. But when it came time to make the actual buying decision, I changed my mind. Why the Change In Mind? Why? Because a product name I encountered planted a new idea in my mind. The name made me look at my buying decision in a new light and in the process won my business. My experience with this surprisingly powerful name teaches a valuable lesson about selecting company, product and service names that you can use in your business. Normally I buy the contact lens solution introduced to me in sample size by my optometrist. But as I looked at all the products on the shelf that day, the optometrist-introduced brand was eliminated by the competing product with the thought-provoking name. What Name Tipped the Balance? What was the name that proved stronger than a professional endorsement? Equate, a real English word that means to make equal; to treat, represent, or regard as equal, equivalent or comparable. Equate is Wal-Mart’s house brand for a wide variety of personal care items like shampoo, cotton swabs, vitamins and in this case contact lens solution. What makes the name so effective is the message that it conveys. The name claims that Equate products are just as good as the national brand name products they sit next to on the shelves, only they cost less. Changing Patterns of Thought The first time I looked at the Equate name, it turned me into a comparison shopper. The name prompted me to turn over the package and check the list of ingredients. The ingredients listed on the Equate package were the same as on box of the national brand. At the bottom of the Equate package I saw the name of the company that made the product for Wal-Mart. It was a major international manufacturer. The ingredients were the same. The quality of the manufacturer was the same. My conclusion – the products must be just the same, except the Equate product was a couple of bucks cheaper. I put the Equate contact lens solution into the shopping basket and put the optometrist recommended brand back on the shelf. What can we learn from my contact lens solution buying experience? Learn How To Influence Customers The first insight is that Wal-Mart’s success stems from more than just a legendary inventory management system and every day low prices. Knowing how to influence consumers has a lot to do with Wal-Mart’s climb to become the world’s number 1 retailer. More buying decisions get made inside a Wal-Mart than in any other business location. The Incredible Power of Names The second lesson is more wide reaching and can be readily applied to any business. There is incredible power in naming. Names form thought patterns. If your company and product names create the right type of thought patterns, they can actually influence customer behavior and stimulate buying demand. Draw Customers into Sales Cycle Naming is your most important marketing decision. Make sure that you choose names that will draw your customers into the sales cycle. Some names create no magic at all in the customer’s mind. Companies that take their title from a founder’s surname, only send a message about themselves. They demonstrate no focus or concern for the customer. Likewise with most acronym names. They look like an accident in a bowl of alphabet soup and are void of appeal. (For the story of a company that is wasting millions promoting its acronym name read the November issue of Brandscapes) Fire Up the Brain Cells The best company, product and service names fire up a customer’s brain cells. They get the customer thinking about why they should buy the product. They plant a compelling mental image. They engage the customer’s sense of humour. Want some examples? Think about Quicken, the home finance software from Intuit. Every time the name is mentioned, the product’s prime benefit gets restated. Callaway Golf presents an image of explosive force with the title of its Big Bertha driver. A Vancouver furniture store shows it has a sense of humour with its name, Sofa So Good. Capitalize on the Opportunity Naming is an incredible marketing opportunity. Capitalize on it. Don’t settle for a name that leaves the customer unengaged. What About Your Company? What does your company name do in the mind of customers? If it sends a non-message or the wrong message, contact Identicor for help. http://identicor.com/brandscapes-blog/2017/4/29/should-you-spend-30-million-to-make-a-bad-name-famous monthly 0.5 2017-04-30 https://images.squarespace-cdn.com/content/v1/545178a0e4b006b5a9591334/1493522949972-R3V0233KNY6MHEJ96WF7/image-asset.jpeg Brandscapes Blog - Should You Spend $30 Million to Make a Bad Name Famous? This fall I’ve been conducting a simple one-question survey that illustrates an important lesson in naming companies or products. Here’s the question: What does LP mean to you? If you’re like the majority of people surveyed in person, you think that LP stands for Long Play – as in the big black 33 RPM records that were the music delivery system of choice before cassette tapes, compact discs and now MP3 files. Maybe You Think Like a Lawyer If Long Play is too obvious for you, maybe you think like a lawyer and read LP as shorthand for Limited Partnership. Or maybe you’re in the petroleum industry and see LP as Liquid Propane. Or perhaps you are medically minded and to you LP means Lung Puncture. All of these responses are valid and understandable, but none is anywhere close to the meaning that a U.S. lumber company wants you to associate with the letters LP. Renaming an NFL Stadium The lumber company wants to claim a prominent place on the North American stage, so it entered the high stakes game of professional sports venue title rights. Back in the summer the company doled out a tidy $30 million to the Tennessee Titans of the National Football League to rename their stadium LP Field for the next decade. Apparently the lumber executives figure that if sportscasters say “LP Field” a few thousand times over the next 10 years, the company will become famous. Doing the Wrong Thing in the Customer’s Mind But as the survey illustrates, the lumber barons are sadly mistaken. They are doing the wrong thing in the customer’s mind. If the Name Is Not Unique, Fame Will Not Follow They are not creating interest in a lumber company. They are only reminding people of the meaning they already attach to the letters LP – and it’s not Louisiana-Pacific, the original long form name of the lumber company. A Waste of $30 Million At the end of the contract, the company will have little to show for its investment other than a $30 million void in its bank account. LP will still only mean Long Play to a huge portion of the North American populace. What the Lumber Company Should Have Done Assuming that attaining North American prominence is a good marketing goal for the company, it should have signed, not a 10 year contract for $30 million, but a 9 year deal for $27 million. The Company Needs a Unique Name The extra dollars could have financed a renaming project and an enormous awareness campaign. The first step – create a powerful new name unique to the lumber company. By coming up with a memorable new title, the company would realize the full potential of its stadium naming contract. After a few years of exposure, the company under its new title would become far better known than it is as LP. With $3 million to publicize the new name, the company could have done a lot. They could have bought T-shirts and ball caps for all their employees plus 70,000 fans at a Titans game. They could have poured money into advertising or into goodwill projects that would generate warm feelings and major amounts of positive media exposure. The company could have expanded its support of Habitat for Humanity, bought an entire section of season tickets for underprivileged kids to see NFL games or sponsored community football leagues. This alternate strategy would have given LP a name that would turn into a high value asset, unique to the lumber company. With the North America-wide exposure of its NFL stadium, the marketing boost would have been huge. Instead the company is stuck with a name that will always be plagued with confusion, being mistaken as an old fashioned iPod. What About Your Company? What does your company name do in the mind of customers? If it sends a non-message or the wrong message, contact Identicor for help. And pay close attention to the December issue of Brandscapes. 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