Walk into any company office and, even if you’ve visited the web site or spoken to someone on the phone, you’ll immediately form an opinion about the company. Chances are good that the first things you’ll see will be a waiting area, a reception desk and a sign bearing the company’s name on the wall. In that moment, this small environment is your only insight into the company. So [...]
Sometimes you forget how powerful words can be. But think about this. When was the last time you ate a Slimehead? How about a Patagonian Toothfish? Those don’t sound too delicious, do they? Well, the seafood and fishing industry figured that out and, in the late 70s, began marketing these two unfortunately named fish as [...]
We all want what we think we can’t have, don’t we? This last week has been an interesting case study about brand and desire. On November 19, iconic snack-baker Hostess announced its intent to declare bankruptcy due to labor union disagreements and striking workers. Now, after a failed mediation with the labor union, it appears [...]
In October, we took a big leap into a brand refresh – and found ourselves in our clients’ shoes! That’s right: after 2 years in business, and growing in staff and services, the Layer Cake brand needed to be nudged. From the initial brainstorming, it was an exhilarating experience. It was also eye-opening: we found it surprisingly difficult to [...]
Kimberly MacArthur Graham of Layer Cake Marketing shares her top tips on naming or renaming your business.
