Myths Of Branding Pt. 3: Strong Corporate Names Don't Need Other Brands
August 27, 2015


Over the last 30 years, we’ve developed brand names that innovate and inspire for products ranging from cars to corporations. For the next two months, we’ll be releasing weekly posts dealing with branding myths we’ve frequently heard, in an effort to debunk and demystify much of the mystery that surrounds both the process and the strategies of branding.Myth # 3: If a company has a strong corporate name, it doesn’t need any other brands.

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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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Spelling Matters
March 22, 2011


Lexicon’s latest study reveals the effects of spelling on a brand name’s character

Does how you spell a word really matter? English is rife with spelling rules and idiosyncrasies – for example, there’s the old mnemonic “i before e, except after c.” But what about weird? And then there are the many ways that the string ough can be pronounced: cough, tough, though and through are the usual examples. It’s also the case that a single phonetic form can have a variety of spellings: take the first syllable in cyclone, cider, silo, and psychology.

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