CREATIVITYBRANDING STRATEGYWAYS TO NAMEGOOD VERSUS BAD NAMESSLOGANSLOGOSCOLORSMARKETING GOLDEN CREATIVITY & BRANDING STRATEGYCREATIVITY•What is it?•Can anyone be creative?•BrainstormingMARKETING GOLDEN CREATIVITY & BRANDING STRATEGYBRANDING STRATEGY•Name, Slogan, and Logo–Nike, “Just Do It”, and the Swoosh•Integrated Brand Promotion [IBP]•Holistic Promotion of Image/PositioningMARKETING GOLDEN CREATIVITY & BRANDING STRATEGYWAYS TO NAME•Functional (White Out, EZ Off)•Sir Names (Campbell’s, Ford)•Initials- mostly generated for consumer convenience (IBM, UPS)•Wordplay (Harpo for Oprah)•Arbitrary (Domino’s Pizza)•Emotional (Victoria’s Secret)•Invented (Exxon, Xerox, Kodak)•Metaphors (Life Savers)MARKETING GOLDEN CREATIVITY & BRANDING STRATEGYGOOD VERSUS BAD NAMES•GOOD–Promotes Image–Descriptive–Suggestive–Memorable–Distinctive–Easy to use, read, spell, and pronounce–Scope for Expansion•BAD–Initials (JR’s Bar)–First Names (Joe’s Bar)–Overused (Corner Bar)–Ugly, Obscene, and/or Offensive–Close Copies (McDougal’s)–Overly quirky spelling (Kwality Kitchens)MARKETING GOLDEN CREATIVITY & BRANDING STRATEGYSLOGANS•Relatively Short•Can be Temporary or Permanent•Integrate with Promotions•Communicate Qualities or Services•Focus on CustomerPlaying for Muskingum……Priceless!MARKETING GOLDEN CREATIVITY & BRANDING STRATEGYLOGOS•Need Elaboration•Symmetrical•Associative•Natural or OrganicMARKETING GOLDEN CREATIVITY & BRANDING STRATEGYCOLORS•Green and Blue•Initial Importance- Fight Clutter!•Various Associations•3+ Trend!•Contrast for