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During the last century, mega corporations throughout the world followed the prime rules of building corporate image and name identity in the strictest sense. Their goal was simply to achieve an elite, world-class image by having their name and logo brightly displayed on skyscrapers in every city. T...

As mergers take off in all directions, newly stirred corporate philosophies must be properly captured, realigned and projected through new corporate name personas to ensure the confidence of long-term investors. It is extremely difficult to run a corporation with two faces, two messages and two name...

The name IBM is the world's most distinct and valuable corporate identity. Its three letters, parked in this unique random arrangement, are worth many billions of dollars. Meanwhile, Lenovo of China is the new owner of IBM PC and will also use the IBM name for the next five years, while IBM will use...

E-commerce is growing in leaps and bounds. Searching on global engines for business names based on "Web" or "Net," like WebCom, WebTech, NetSys or NetWeb, will now result in millions of matches. This signals a crisis for business name identities, corporate images and global cyber-branding. The same ...

Contrary to branding beliefs, customers are completely oblivious to a corporation's image being tied to a specific color. In fact, trying to use a color for corporate identity can actually lead to trouble. For example, Orange Mobility, a British mobile phone company of France Telecom, is one of the ...

The language of the business culture, or "corporate lingo," took a dramatic turn with the advent of the word "software." What changed is history. Now, once again, techie lingo is teasing our communication skills and our corporate understanding. There are terms like BAM for "Business Activity Monitor...

E-commerce -- recently created by the Internet and Web sites -- is now a fully matured mammoth and has connected with a few big punches in the first round of fights between the old and new economy. What once had been just a simple information page for a business on the Internet is now, in a majority...

There are three common myths about corporate image and name identity: Big money will buy you a big image, customers are just sheep, and constant bombardment will bring constant sales. Corporate image and name identity form the backbone of any business. Without them there will be no growth, no IPOs,...

Your logo is not that important these days, as most customers have no motivation to remember the subtle intricacies or bizarre approaches to logos that are intended to stimulate demand. They are already flooded with colorful graphic look-alikes and continuously regenerated blasts from every corner. ...

For any corporation with plans to hit the markets with an IPO in 2005 or beyond, here are some key points. Just as how your latest technology and other corporate assets are essential to develop great financials for a potential IPO, your corporate image and brand name recognition are equally importan...

The Internet highway is just a free medium, like the roads and all the highways. Somehow there are those who walk on the roads and those who run, some drive taxis, others drive Ferraris or race tractor-trailers. To each his own, they are all free, and so are the maps. Thank heaven. This brings us to...

Every corporation has a face, captured by its name identity and its image, including the overall image delivery system to push that name in the marketplace. Whether you like it or not, your corporate image is out there and is fully exposed. Following are the Five Faces of Corporate Image. The questi...

All you will need to establish a worldwide trademark is the desire to go global with a powerful global identity. The rest will fit if you follow the right procedures and make sure your entire organization is ready to play the new global games. There has been a drop in the old branding cost of some 9...

Every now and then, our society is placed at a crossroads, a kind of a juxtaposition where a leading current technology gets run over by a bulldozer. Simply put, voice over Internet protocols (VoIP) might have found the missing link that would eventually replace the existing telephony. VoIP has made...

There are thousands of very, very small companies out there who will develop a logo at no cost, a tagline at no cost, get you a free domain name and a free Web site at no cost. I guess the next big thing will be that they also write you a fat check -- all for free. Who are these enterprises and how ...

The global population is divided into two major groups: open minds in closed societies and closed minds in open societies. Therefore, the marketing and naming of products must address the issues of sexual connotation with extraordinary depth, care and caution. Suddenly, French Connection of UK went ...

Is this the dawning of the age of branding or just another black hole? The term "Le Branding" started out in the Dark Ages, where marks were burned onto cattle. On ever-so-slowly-evolving minds of the Homo sapiens, this word also made a solid impression and provides a daily dose of comfort. Belongin...

Corporations rarely come across a major naming project -- only once or twice in their lifetime. As a result, there is no exiting blueprint, guidelines or a tested naming policy on hand for this unique challenge -- a situation that could explode into a marketing and public relations disaster. You can...

What's the big deal, when every major corporation in the USA searches for an Indian company so they can park all their mundane information management under a banyan tree? Protesters during the industrial age screamed against rapid automation as a serious threat to jobs and a possible destruction of...

Why are most technology corporations so stubborn to admit puzzling marketing issues? They are somehow used to a torturing path, all in the name of "tough times and rough markets." It's a puzzle, especially when in relation to creating a new innovation, solving such marketing issues are the easiest t...