October, 2022 Samantha Temple Neukom

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.
October, 2022 Natalie Balthrop

3 Tips for Writing a Creative Strategy That Sticks

Usually when I tell someone I work in brand strategy, I get a handful of reactions. "Oh, you design logos? Like the Nike swoosh?" "Have you worked on any ads I would have seen?" "Branding…is that...
September, 2022 Samantha Temple Neukom

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.

5 strategic benefits of descriptive naming

In our work with a variety of companies across industries, we find that clients are most excited about the prospects of suggestive, fanciful, and arbitrary names. Particularly for product and brand...
August, 2022 Samantha Temple Neukom

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.