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MAKING YOUR MAŽK sm
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Even the legendary David Ogilvy, the founder of Ogilvy & Mather admitted as much. This advertising genius never created a successful brand name. Ogilvy, bemoaning his failures, called the process "infernally difficult." Something to keep in mind the next time your ad agency assures you of their ability to create a great Trademark. Ad agencies have been ballyhooing their ability to "break through the clutter" for decades now (never mind that they actually CREATE the clutter). Our goal is straightforward, and actually achievable: we'll increase the signal-to-noise ratio of your company or product. To do this successfully requires a different order of creativity, which we call intuitive analytics.Pattern recognition is also at the core of our trademark ideation, which is why we're not overly thrilled about computer-generated names. GIGO*, as the saying goes.
Companies are willing to spend $50,000 and more to develop Trademarks. Why? Jack Trout says the name is the single most important marketing decision--but we believe identity comes second. In our view, Pricing is always primary. But Trout's point is well-taken--there often are millions of dollars behind a product or company's PR, packaging and advertising rollouts as well as the ongoing promotional costs. Obviously the stakes are high and companies demand a high success probability. This is why we believe a great Trademark gives you the best possible chance of success, provided all of your other proverbial ducks are aligned. And in point of fact the identity is integral to pricing, and vice versa.
Operational efficiencies allow us to charge a reasonable price, given the stakes involved. A price that is less than half of that demanded by our major competitors. The proof? Send us a bona fide quotation from Landor, Lexicon or Lippincott--we will provide at least the same results and guarantee to charge 1/2 their price, or less. Because we know we're as good as the best--if not a tad better.
For over a decade now, Bizword has intentionally and consistently delivered the best value in Trademark creation.
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