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Nobody sells products or services any more–everything has been elevated to the status of a “solution.” Tech companies started the craze.You can choose your solution from HP, Cisco, IBM, and on and on in a mind-numbingly boring variety. Google the phrase “technology solution” and you will get more than 95 million results. Unfortunately, this naming trend has [...] Merriam Associates named Geomentum, the hyper-local marketing, media and performance agency unit of Mediabrands (NYSE: IPG), when it launched in August, 2009. Today the company announced the launch of its Hyper-Local Network and a new partnership with Mixpo, a dynamic video advertising provider. Through this collaboration, Geomentum and Mixpo will [...] The rumored merger between Newsweek and The Daily Beast points up one of the big issues for merging companies: What to call the thing? Branding and mergers is often a matter of political bartering when cobbling together a deal. Letting lawyers make the brand name decision is not a good idea. The naming decision should be [...] Merriam Associates names almost a hundred companies and products a year. We work across categories, from consumer to B2B, from billion dollar companies to start-ups you haven’t heard of (yet). Our innovative approach creates strategically valuable names with impact. Putzmeister might be a great brand in Germany, but here in America, we tend to associate it with a vulgar and funny Yiddish word. As Merriam’s Guide to Naming warns, brand names can’t always travel. Merriam Associate’s client Geomentum is in the news with a new president, Lisa Bradner. Read about the new appointment here. Merriam Associates created the Geomentum name a year ago when Interpublic consolidated several large local media-buying and marketing services units including newspaper buying agency NSA Media, Wahlstrom, a specialist in Yellow Pages and local search, [...] Fast growing, innovative companies can sometimes outgrow their brands. “Our name became constraining,” said Frank Butler, CEO of Proxios, a fast-growing company using cloud computing technology to create affordable and reliable alternatives to traditional in-house information technology and phone systems. “Our old name Super-Server did not have broad appeal and it was dated.” Merriam Associates gave this [...] Outgrowing the Brand The five biggest mistakes you can make when naming your company, product or service. |
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