Brands shouldn't need to change their names often, but when they do, it's probably because they've found themselves in one of these six situations...

Developing an interesting and memorable brand name can be a difficult task and often, the sounds and the meaning behind names can be subjective for those hearing them. For this reason, it is useful to take a structured approach when developing a list of brand names for you to present to your colleagues.

When considering developing your brand identity, the brand strategy part can seem a bit intimidating... Strategy is a vague word and can cover many meanings, activities and exercises, but reframing 'strategy' as 'plan' can make it more approachable.

Straplines, statements, propositions and promises? What do they all mean? There's a lot of different things your company 'says' as part of its communication with its customers and sometimes the various statements can become confusing. In this article, I break each brand statement down and explain what it is for.