Brand names play an increasingly key role in helping companies separate themselves from the pack and gain early market share
Naming new brands is one of the most nettlesome marketing tasks. But now it’s getting even more challenging, taking up additional bandwidth among time-strapped marketers.
That’s the conclusion of a recent survey of CMOs by Lexicon Branding, the agency behind such names as Pentium, Sonos, and Swiffer. Lexicon queried 75 CMOs across a wide spectrum of industries — comprising automotive, consumer products, healthcare, finance, technology, and entertainment — for its report.Read Article (PDF)