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Brands are organic.

They grow, change shape, and decay. What your brand means and whom it motivates is redefined daily in the mind of each customer by your input, competitors’ messages, and shifts in the world around us.


Accepting the constancy of change is necessary to successfully define, manage and communicate your brand. Fixing a brand in one place can kill it. (That’s how some of the great brands of the 90s became tired and valueless today.)

In advertising, brands differentiate themselves with adjectives (better, faster, smarter).

But adjectives are claims—not attributes of the thing itself.

 

The brand name of a product is an element of the thing itself. It is a noun (what it is) rather than an adjective (why it’s better, faster, smarter).

NameLab's brand consultancy helps clients communicate their brands as nouns against a changing background.

To learn more about our approach to brand strategy contact us at info@namelab.com.

 
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