By understanding the general buckets of naming strategies and the scenarios in which these types of names thrive, pharmaceutical companies can hone their naming strategy. At the same time, these teams can hedge their risk by including options from different strategies, specifically blank canvas, to avoid the need to start over. When looking into a naming strategy for your product here are a few questions to consider.
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Risk vs. Reward in Pharmaceutical Brand Naming
When developing a pharmaceutical brand name, there are two main paths you can take – either choose a name that is “safe” and has a good chance at regulatory approval, or to take the more “risky” route, with a name that might have a more difficult time getting approved but is sure to stand out in the marketplace. So, which one is best for your brand naming strategy?
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How to Use Brand Positioning to Start your Brand Development
That is why creating a strong positioning statement is such an important starting point. It will lay out some of the key aspects of the brand building process, pointing out the end goal, the basic characteristics or big idea, and some of the steps to get the brand to the top.
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When Unifying Brands, Simplicity and Consistency are Key
September 01, 2016
FedEx recently announced that they would be doing away with its sub-brands (and all the fun color combinations) and moving towards one unified FedEx brand and logo. Unsurprisingly, they’ve opted for the purple and orange mark, which matches the company’s original color scheme and which internal research showed to be the most widely recognized among consumers. So what does this mean for branding in general?
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AW Spotlight – Visual Branding Team’s Favorite National Flags
August 11, 2016
During the Opening Ceremonies of the 2016 Olympics, each nation represented in the Games matched into the stadium behind their flag, giving viewers a firsthand look at the amazing visual branding exhibited by the flags, many of which may have been previously unknown. In this spirit, we asked two of our talented of the AW Visual Branding team members to give their selections of which world flags they felt are the most visually appealing. Let’s find out their selections:
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The Science of Logo Design: How Much Can a Logo Impact A Brand?
While certain luxury or niche brands may embrace the concept of exclusivity, where does that leave companies and organizations that pride themselves on being open, helpful and friendly? The idea of forgoing a logo isn’t realistic, particularly when standing out in a crowded marketplace is a basic requirement for success. Is it possible to convey both competence and warmth in a logo? Unity and inclusion? Strength and kindness?
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Long Term vs. Short Term Benefits of Rebranding
If the current visual brand is holding a company back from reaching its full potential, introducing a new direction (and absorbing the initial financial cost that comes with it) may be well worth it. Regardless of the brand, consistency across the board is a vital component. Without it, much like the current state of highway signs, you may find yourself neither here nor there.
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Can New Visual Branding Strategies Make McDonald’s a “Modern, Progressive Burger Company”?
“Modern” and “progressive” may not be the first words you would associate with fast food titan McDonald’s, but company leadership is working to change that. Enter the latest packaging revamp, which will roll out during the course of 2016 and is intended to work hand-in-hand with restaurant design, digital marketing and other brand conduits to establish McDonald’s as “a modern, progressive burger company.”
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Rebranding Job Titles: An Innovative Approach or a Goofy Gimmick?
From a branding perspective, a distinctive job label can be a fun way to make employees and their companies stand out, and give outsiders a snapshot of the organization’s values and sense of identity. Well, call me the Bearer of Bad News (ha!), but rebranding job titles is probably not the best move for your organization. Why, you ask? Here are a few reasons:
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Keep It Simple: Timeless Advice for Great Logo Design
Trusted. Reliable. Quality. Attributes that every company in the world would like to have consumers ascribe to their products and services. Or better yet, attributes that could be directly communicated to consumers via the company’s logo. But is it actually possible for a logo to convince the target audience of those things?
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