Naming exchange

Benjamin Stäudinger/Flickr


The Naming Exchange

While the memorability of your brand name matters, there's another facet of naming that matters more.

Command option


Leading a Brand

A new study finds that transformational and transactional leadership is better for long-term brand health.

Dollar shave club ii


Dollar Shave Club, Part II

Dollar Shave Club is an excellent example of Brand Real. It marries a credible promise to a compelling experience.

Scouts honor

Boy Scout by Norman Rockwell


Scout's Honor

There are many words used to describe a brand's platform. But one word is often conspicuously missing.