When people talk about brands, they often talk about products, services or experiences — from Coca-Cola and Apple computers, to Hertz rental cars and Walt Disney World. But what about countries? We may not often consciously talk about “Brand Japan” or “Brand Italy”, but all countries possess, to varying degrees of strength and clarity, a […]
A critical look at Orange’s new brand name
Creating a good brand name from scratch is no mean feat. You’ll need to find a name that’s memorable, ownable and unique. It needs to convey what the underlying product or service experience is all about. It must stand the test of time. It has to work across a babel of languages – without, of […]
