Constant change makes it necessary to actively define, manage, and communicate your brand. Fixing a brand in one place can kill it.
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 attribute of the thing itself. It is a noun (what it is)
rather than an adjective (why it's better, faster, smarter).
NameLab's strategic branding consultancy helps manage brand footprint by communicating brands as nouns against a changing background of adjectival claims.
To learn more about the NameLab Strategic Branding Consultancy, contact us at firstname.lastname@example.org.