The brandmaster's Podcast

Traps to avoid with your new brand name. Most startups spend way too much time and energy worrying about their brand name. Just take a look at the names of some of our leading brands and you’ll see that they are not significant in themselves.  Their importance lies in what they stand for in terms of the businesses and what they do. For example 'Apple' has nothing to do with apples, and hardly anybody knows what a 'Google' is. But we all associate the business with the name. This episode looks at why we shouldn't get too hung up over the brand name, but lists the important considerations we should focus on - from avoiding personal names and location, thinking internationally, and why we should register names and trademarks..

I’ve spent well over 30 years working in advertising and marketing, and it’s been great fun… and still is. But one thing that became clear to me early on… is that all this marketing and communications activity… all boils down to one thing. "It’s all about the brand."  Because the brand is the business and the business is the brand. So if you want to work on the brand - start by working on the business. In this episode we we discuss what these strange things we call brands actually are, and why they're so important.