Understanding The "X" Factor
September 26, 2011


Not long ago Brand X was just a way to dismiss a brand as generic. (Or to diss competitors by not acknowledging them by name in commercials.) Then suddenly X acquired panache and power, as in Microsoft’s Xbox, Nissan’s XTerra, and The X Games from ESPN. What happened? The reasons go back to developments in the culture at large. Since the 17th century, x has served as an algebraic variable along with y and z, all chosen for their out-of-the-way position at the end of the alphabet.

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The Corporate Name: What Goes Into It and Why Is It So Important?
December 14, 2010


I was recently asked those two questions by a reporter for Forbes. The answers are so key that it’s worth restating them here. Let’s start with the question regarding the importance of a corporate name (or any brand name for that matter.) A corporate name or a product name is important because it represents an opportunity to introduce an idea about the company — what it stands for and, if possible, how it will act in the marketplace.  Apple, Google, and Starbucks are all interesting corporate names.  They each, in their own way, helped their company to communicate that they were going to be different than the other guys — a different computer, a different search experience, a different coffee house.

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