7 Lectures (2.5 hours of on demand video), 7 Workbooks and 3 Downloadable Resources/Templates
You'll understand the strategic importance of the right name. Our Six-Step naming process will enable you to craft a winning business, brand or product name.
We'll also look at the ins and outs of taglines, so you can decide whether a tagline is right for you and how to write a meaningful one if you do. Finally, we'll explore the case for and against renaming an existing business, brand or product.
People who want to create a new business, brand or product name. You may be struggling to know where to start and the process in this course will provide you with everything you need to know and the tools to craft a name that will fully represent your positioning.
The process is equally relevant for people in all types of organisations including non-profits and charities, government entities, SMEs and corporates.
No specific skills or experience are necessary, but an understanding of the role of brands as a strategic business asset would be beneficial. Because this is a stepped process that provides context, it's suitable for people of different levels seeking help to find the right name.
Learners need to have time to go through the exercises carefully to ensure they are making decisions based on the fullest understanding of the issues.
This first section provides an overview of why names matter and what makes a good name for a brand, business, organisation or product.
I’ve facilitated heaps of rebrands using this process six-step process for widely different types of organisations from SMEs, corporates and non-profits to government agencies. I'll walk you through the criteria that make a winning name, ways to make words into a name, covering traps for the unwary along the way.
There are varying opinions about whether tag lines are a good thing. In this section, we look at the pros and cons and then work through exercises showing how to create and effective one.
As with taglines, there are good reasons to rename and poor ones. This final section considers the case on both sides coin to help you understand if you're taking a well-considered strategic decision or risk change for change sake.