Posts Tagged ‘influencing purchase decisions’

Avoid costly mistakes when naming a company or product.

Monday, February 12th, 2007
Originally published in the Houston Business Journal, February 12, 2007

houston_1836_soccer_team_logo

Choosing a Name is deceptively difficult.

Many think coming up with a name for a company or product or service should be simple. Some may even think it’s not even very important, convinced there are “bigger’ issues than “naming” to wrestle with when launching a company or product or service.

The issues surrounding the naming of Houston’s new major league soccer team, however, highlight a fact that is all too frequently overlooked. Choosing a new product, service or company name can be extremely important. The process is a surprisingly delicate balance of art and science. (more…)

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Posted in Branding, Naming | 4 Comments »

Why Houston Texans “Battle Red” uniforms are a big hit with fans.

Tuesday, September 20th, 2005
Originally published in the Houston Business Journal, December 2004

color can influence purchase decisions

It’s about connecting with fans. It’s about communicating. It’s about building a brand.

Fans want a team to rally around, a team we can be proud of, and believe in, and support, a team that is relevant to who we are as a group. Fans want to be loyal.

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Posted in Branding, Marketing | 28 Comments »

Kmart’s Blue Light Special, no longer special.

Friday, February 7th, 2003
Originally published in the Houston Business Journal, February 2003

Kmart-exterior

The penalty that businesses pay when they ignore the power and value of strategic branding is usually fatal, especially when facing savvy competitors. This is true even if they are the category leader.

Attention Kmart Shoppers! The bankrupt discounter is ending its 40-year presence in Houston, closing all 17 area stores and eliminating hundreds of jobs as the nationwide chain sheds low-performing stores. The giant retailer, formerly one of the best known in the U.S., announced this past week it would shutter another 326 stores and lay off 37,000 workers nationwide. It is a classic example of a company failing to comprehend the critical need for competitive positioning in a highly competitive economic environment.

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Posted in Branding | 1 Comment »