The First Rule of Primary Research: What do I need to learn?
The voice of the customer is important for any company that wants to remain relevant or resonate in a way that supports growth and staying power. Customer research can often uncover pathologies in...
How to design naming research for the real world
Naming research can be a hot topic for clients who want to know that their name is going to say or do all the things they want and need it to do. However, “testing” or “validating” names is tricky...
What is Naming Strategy and When Do I Need It?
I have been quoted as saying “Naming is 90% strategy.” This is referring to the fact that getting the Naming Strategy right is critical to the success of Naming creative.
Why is brand integrity essential for employee engagement?
It’s likely a head nod for me to say that purpose is a market requirement for brands in 2022.
How to Measure the Financial Return on Brand Integrity
Brand integrity isn’t just about doing good. It’s about doing good in a way that multiplies your company’s value.