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For anyone who is, or has been, involved in naming a company or product, this is a helpful resource (thx Guy Kawasaki for the point).
Beware. If you do become involved in the process of finding a name (that works), you’ll soon realize why professional companies can get big dollars to do this for their clients.
In spite of what can be its tremendous benefit to campaign success, the account planning function in marketing and advertising firms is still debated and poorly understood by many inside and outside of the advertising business (see Journal of Advertising Research abstract). That’s too bad, because done well, account planning can provide the key insights and reference points that allow advertising to connect and succeed remarkably well with the target audience.
What’s the number one challenge for marketers in this digital age? The answer, according to Michael Fassnacht, who writes for CMO Strategy in Advertising Age, is turning consumer data into actionable marketing insights up and down the organization, something he refers to as the “democratization of data.”
A story at MarketingVOX yesterday doesn’t bode well for the big shops on Madison Avenue. According to a survey by Forrester Research only 21 percent of clients say they would refer their large lead agencies to others. One of the biggest reasons cited for this dissatisfaction was that over three-quarters of marketers get no or vague ROI data back from their agencies. The survey also pointed out that clients felt many of the large agencies were slow to adopt emerging digital technologies that could improve marketing and advertising effectiveness.
Matt Charpentier, an Art Director at Sundog, and several of his creative fellow Dandy Dwarves were commissioned by the Savannah College of Art and Design (SCAD) to develop SCADshorts. Check it out. Each month there’s a new contest with a short video, and all you have to do is look for clues and guess the name of the video. There are more details in the “About” and “How To Play” sections of the above link.