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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.
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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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