Crate name

Posted by on Feb 24, 2011 in Naming, Positioning
Crate name

Everyday naming brilliance: “The Goddagidda-way” micro-shelter (aka “The Homeless Hut”). Not to mention the description: “a micro homeless shelter, pre-fab treehouse/treefort, and/or indoor escape cube all-in-one.” Read more about the creator here.

Dishing dirt

Posted by on Sep 8, 2009 in Naming, Positioning
Dishing dirt

Somewhere on a shady neighborhood street in the East Village you’ll find a vegetarian restaurant called Dirt Candy. I haven’t tried the food; the only thing I’ve sampled is owner Amanda Cohen’s marketing but that’s tasty enough (even when it isn’t always sweet)—for a couple of reasons. First, it reminded me quickly again how the […]

Trader Joe’s knows

Posted by on Mar 14, 2006 in Positioning
Trader Joe’s knows

Anyone pondering the challenges of differentiation should check out a recent blurb in Reveries about Trader Joe’s. It’s full of nuggets. Like a really simple, clear customer profile that instantly clicked: “…people who are well-educated, well-traveled, and underpaid.” Or products from all over the world with unique stories, ultimately chosen for their potential to become […]

Taking a position

Posted by on Mar 11, 2006 in Positioning
Taking a position

Meanwhile out there in the more mundane universe beyond the universe-unto-itself we know as Google, a couple of other things recently caught my attention. Specifically in the retail arena. “OK, I’m heading out to the store,” I announce last week, grateful for a break from the PC screen. The shopping list I’ve jotted has “Costco” […]

Beta thoughts

Posted by on Jan 17, 2006 in Customer Experience, Positioning
Beta thoughts

Meanwhile, the Google Video story led us to think more about the “Beta” trend, and especially its deeper implications for branding. Maybe we are witnessing a sea change in the classic art of brand building? It used to be axiomatic that a company’s products had to create definite assurances, and reinforce trust and satisfaction in […]

A store is a store is a store. Except when it’s the Google Video Store.

Posted by on Jan 13, 2006 in Customer Experience, Positioning
A store is a store is a store. Except when it’s the Google Video Store.

Why is there so much trash talk about the newest kid in the cyber mall? My first take was that it was because Google had gone ahead and launched a half-baked product, rather than holding off until it was ready for public consumption. It’s an easy impression to get, especially since so many things about […]