Look after the signified and the signifier will look after itself

Extract: “When we are working on new brand launches we spend a lot of time working on the brand name and the brand signature. There are sound reasons for this – unexpected connotations, intellectual property protection, potential competitive confusion, language and cultural considerations. But these are all procedural reasons, it is unlikely that the brand name will have anything like the contribution to the success of the brand as we may expect…” Read full post.

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