Get branding right from the start, with great product names, powerful differentiators, and meaningful, motivating, memorable taglines. "Close-Up", "Jiffy Lube", "Rain Dance", "The Medicine Shoppe", "Irish Spring", and "Puppy Chow": all are great names that reflect the essence of the product or service. Good branding starts with the name - the representation of the brand, conjuring images, concepts, and experiences. The name is the foundation for these perceptions.
Build a brand that everyone in the organization owns, lives, loves-and shines through in every customer interaction.A brand is a promise you make to your consumers. That promise has two parts: what you say you are promising, and what you actually deliver. Don't assume the brand is owned by marketing. Marketing is the quarterback, calling plays for the brand, but every person and department is crucial to its success.