Mary Schmidt Marketing Troubleshooter

It’s impossible to stand out from the herd if everyone looks and baa-baa’s the same.

One of the biggest challenges I have with some clients is what they want to say about themselves. (”Oh NO! That’s too personal!” “We don’t want it to be ‘cute!’” “Won’t that offend someone?”)

Beats me. I’ve never been able to figure out how to make something memorable, compelling…and safe.

And, now, here’s Seth Godin with A Dumb Branding Strategy:

Jewelry Central is a really bad brand name. So are Party Land, Computer World, Modem Village, House of Socks and Toupee Town…It’s a bad brand name because Central or Land or World are meaningless. They add absolutely no value to your story, they mean nothing and they are interchangeable.

The second reason this is an exceedingly dangerous strategy is that if you start to succeed a little bit, you suddenly want to protect your lame name.

What he said.

Related Posts:
We Don’t Want To Get Too Personal.
Marketing Messages: Cute Phobia

Tags: marketing, marketing troubleshooting, brands, branding strategy