Developing a brand name has evolved into a very complex process that extends way beyond the cultural and geographic boundaries of the country in which the brand name originated. Developing a brand name now encompasses consideration of many more factors than in the day of "Mad Men"...pre-Internet. The ultimate goal in developing a food brand [...]

Based on a recent YouGov Omnibus Survey (2014), 50% of US consumers who are aware of advertising claims, regardless of product category, don't trust what marketers say about their products. Moreover, over 40% think that advertising claims are downright dishonest and almost 60% want beefed up requirements for  proving the accuracy of advertising claims. To [...]

Creating a new food brand name...where does the inspiration come from? There are many approaches to take in creating a food brand name and each has its upsides and downsides.  In the end, however, it is important to understand that whatever brand name is chosen, it must be unique, distinctive, memorable, and most importantly...ownable. It [...]