Generic top-level domains at top-level prices

by Eszter Fehér

We currently have 22 international generic top-level domains (such as the good old .com) with an additional 250 national-level ones (.co.uk for example) that we have got used to over the years. But when you get used to something, it is most likely that something will change… The applications for new generic top-level domains (gTLDs) are soaring, which will revolutionize the way domains work. It could be any extension imaginable, such as www.pedro.pizza or www.kindle.amazon. The price of applications aren’t…

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What if brands were one of us?

by Eszter Fehér

Brands are acting more humane to get in touch with the consumers and build up relationships. With social media, this is easier than ever before. But, how do we pick a brand over another brand? If brands are more personal, then we must treat them more carefully as well just like the people we surround ourselves with. They are part of our everyday lives and we want to make sure that we can trust them. Meeting As we are faced…

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Personal branding: take it or leave it

by Eszter Fehér

Another hot topic these days, but sometimes the talks on personal branding are very superficial. Set guidelines to success. Easy to follow, but are you really being yourself if you follow the rules? Personal branding The aim of personal branding is to create an image around your name and/or your career. You use the ‘brand’ to communicate your skills, personality and values. You want to attract the people in your network. Just as real brands, you promote yourself in order…

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Are brands authority figures?

by Eszter Fehér

We are surrounded by so many brand names and logos each day, but to what extent do the slogans’ messages grab our attention? What are they saying? How are they saying it? Why are they saying it that way? Are we submissive when it comes to our favorite brands because they are telling us to buy or because they are selling a lifestyle? What do people want? I would like to compare our relationship with brands to the Milgram experiment…

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Premium names

by Eszter Fehér

The following entry was written by Kevin Taylor: Is it always the best idea to give your product or service a name that tells everyone it is the best thing available and that nothing else will ever get close? I recently had a conversation with a client about the strategy he wanted to apply to his company’s new product names over the coming year. Some of these were to be new brands, some would be sub-brands and some would be…

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Do the best brands really leave their names behind?

by Eszter Fehér

I read an article about a month ago entitled ‘Why The Best Brands Eventually Leave Their Names Behind’[1]. Joe Duffy talks about how branding is so much more than a name, which is a statement that I cannot argue. However, I would like to answer his question: ‘How important is it that a name actually explains your product’s unique selling proposition, defines your company, or pegs you into a specific category?’ Very. He speaks about the struggle that comes with…

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