Comments on: Brand clarity or muddy waters? It’s all Optiks. http://www.begtodiffer.com/2010/06/brand-clarity-optiks/?utm_source=rss&utm_medium=rss&utm_campaign=brand-clarity-optiks A branding and social media strategy blog - by DenVan Tue, 18 Jun 2013 22:48:56 +0000 hourly 1 http://wordpress.org/?v=3.5.1 By: Hallelujah! Another mobile brand… or is it? | Beg to Differ http://www.begtodiffer.com/2010/06/brand-clarity-optiks/#comment-36793 Hallelujah! Another mobile brand… or is it? | Beg to Differ Fri, 30 Jul 2010 19:50:53 +0000 http://www.begtodiffer.com/?p=2285#comment-36793 [...] second problem is when the choice only seems like a choice but really is not a choice at all (we’ve called out Telus and Google AdSense on this one [...]

]]> By: James Welsh http://www.begtodiffer.com/2010/06/brand-clarity-optiks/#comment-34476 James Welsh Fri, 11 Jun 2010 22:35:05 +0000 http://www.begtodiffer.com/?p=2285#comment-34476 Hey Denis: Couldn’t agree more.
In my previous life descriptive branding was the over-arching strategy. Not the everyone was happy about it. The Product guys always wanted to give every new initiative a name. People have a difficult time understanding the value of descriptive. I think this is partly because of the concern over differentiating and identification. Every product needs a unique name — right? It’s a bit of a mental leap for some to understand that — in many cases — the thing that makes a service unique from a competing offering is not the service itself but the company that delivers it.

Rogers or Bell or Telus can try to name a category whatever they want but if everyone tends to call something “Home Phone” that’s what it will stay. Barring huge investments with little ROI.

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