In THE "Face" Creative Brainstorming Opportunity
Jack Trout's article found in Forbes
magazine is eye opening and troubling at the same time to many companies but
exposes an interesting opportunity for creative brainstorming people.
What Jack Trout shares in the article is how much of a struggle it is for
organizations to come up with new company names. The problem is that new names
that show promise often have already been registered or trademarked. In his
famous book, Positioning: The Battle for Your Mind, released 25 years ago he
stated that "The single most important marketing decision you can make is what
to name the product." Although this fundamental concept hasn’t changed, Tout
adds, “today we are running out of names.”
In the Forbes article the Quaker Oats Company former chairman is quoted saying,
“If business split up, I would take brands, trademarks and goodwill and you
could have all the brick and mortar, I would be better off than you.”
What does this mean? It shows the tremendous value both large and small
companies place on brand names and company names. What problem does the article
in Forbes magazine pinpoint? Names are hard to come by for two reasons:
- There are already so many out there that are registered and trademarked and
therefore taken. To further complicate matters Forbes magazine points out there
are companies who collect names and sell them, which again highlights the
value.
- The second part of the problem is that too few people have the know-how and expertise to
create new innovative names. Given this conclusion, we again see how valuable
and important you can be once you master the Creativity Brainstorming Process.
What you should take away from this is how much of a need companies today have
and the huge void in creative people who can brainstorm in the correct,
effective and efficient way. And you should come away with yet another distinct
area of opportunity to realize value and opportunity. The "Name" Game!
"We're Running Out Of Brands"--This can only mean yet another Brainstorming opportunity! Click to Forbes Magazine article...
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