When re-creating a product, service or brand, the biggest challenge is how to connect it to an established one. Brand recognition requires the careful study of its current market and audience, and a sharp focus on the goals that the new name intends to bring. Visually, a new brand must convey … [Read more...]
Customer service responses: Don’t take ‘no’ for an answer
October 11, 2013 by Leave a Comment
When dealing with professional services, such as domain registrars, the customer is - almost - always right. In a customer-oriented world, a customer's needs are usually manageable and relatively minute; the approach should therefore be positive, versus negative. By telling the customer that … [Read more...]
Dawn of a new era
September 26, 2013 by 4 Comments
The dawn of a new era is always seen with suspicion, reservation, conservatism and fear; sometimes with anger added to the mix. People don't like change, especially when it's defined in a manner that affects their lifestyle. As a kid, one of my favorite books was my dad's single volume … [Read more...]
Acquisitions and mergers bring layoffs and executive control
September 19, 2013 by 7 Comments
Having worked for start-ups and companies that were eventually acquired by others, or merged with competitors, I can safely say that nothing good ever comes from such corporate fusions. The acquisition of Afternic by GoDaddy is the big news of the day. It signifies the end of an era for Afternic, … [Read more...]
Ten plus one tips from the Microsoft team of branding specialists
September 17, 2013 by 1 Comment
Creating or re-imagining a brand is a task that requires focus, direction, imagination and discipline. Microsoft went through a full rebranding of its corporate assets with success, from the primary logo to those of its numerous products and services. In order to achieve such a feat, its … [Read more...]
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