Learn about the five messages names convey, how to balance clarity and flexibility, and what questions to ask yourself when starting (or finishing!) a naming project.

James Mueller 3/26/23 James Mueller 3/26/23

What is a name?

A word or phrase that identifies a specific person or thing. But how literal do you want to be about that definition?

James Mueller 3/21/23 James Mueller 3/21/23

Brand architecture crash course

Find the gaps between what your brands do stand for and want to stand for. Use your strongest brands to fill the gaps. Don’t pigeonhole yourself.

James Mueller 3/14/23 James Mueller 3/14/23

Brand strategy crash course

Find what’s authentic, relevant, and different about you. Then make those concepts as simple and digestible as you can, for everyone at your organization.

James Mueller 4/1/21 James Mueller 4/1/21

What is a brand?

It’s your company, or product line, or reputation, or brand. Duh!

James Mueller 3/25/21 James Mueller 3/25/21

What is strategy?

A flexible plan to meet a goal.