Posts tagged "Naming"

Does Your Brand Tap into the Power of Sages?

Does Your Brand Tap into the Power of Sages?
Boomers Have More Time and Money and are Easier to Engage Five-time author and Purdue professor Carolyn Boiarksy had a brainstorm last year: Baby Boomers love to get together, and they have money and time to do so. Organizations that provide these opportunities can benefit from the participation, engagement and loyalty of Boomers. Boiarksy’s observation... Read more »

Young Adults and Sages: Aspirational Customer Segment Names Get Respect

Young Adults and Sages: Aspirational Customer Segment Names Get Respect
Names are an important starting point to frame how we think about brands and customer segments in both B2B and B2C.  In the case of customer segments, names can also impact whether we are respectful of them and value them or not. It is well understood that company brand names are critical. I recently wrote... Read more »

Skype Makes it Easy for Mom

Skype Makes it Easy for Mom
Staying Connected to Her Child is a High Priority for Mom—and Skype Makes it Simple Skype, the popular telephone and videophone software service, allows users, including moms and their adult children, to inexpensively stay in touch. All Skype calls between devices are free, including computers, smart phones and tablets. There are also paid options that... Read more »
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B2B Branding and Marketing Success Story: Ingredion

B2B Branding and Marketing Success Story: Ingredion
Ingredion Signals Its Strategic Commitment with Its Name On February 14th, Ingredion Incorporated CEO and Chairman Ilene Gordon addressed the Executive Club of Chicago and shared the story of how she has driven transformational growth for the company. Ingredion is a leading global ingredient solution provider, with sales of $6.5 billion in 2012. It’s my... Read more »

Effective B2B Branding and Naming: An Under-Recognized Asset

Effective B2B Branding and Naming: An Under-Recognized Asset
It’s well known that B2C companies expend considerable effort on branding and naming, both for new products and for the company overall.  In my experience, however, B2B companies often consider branding and naming as relatively unimportant and fail to consider the strategic benefits from B2B branding and naming. About two years ago, we had the... Read more »
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    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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