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Choosing a naming strategy for an acquired brand and business
On Wednesday, Canadians woke to the news that the Bank of Nova Scotia had agreed to buy ING Bank of Canada from ING Groep for $3.1 billion.This deal adds $30 billion of deposits to Scotiabanks’s...
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A brand naming policy is integral to a strong brand and business
In the post “Choosing a naming strategy for an acquired brand and business” (Sept. 1, 2012) I wrote about the naming strategy that the Bank of Nova Scotia should employ for its acquisition of ING Bank...
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When should a brand change its name and logo?
The recent decision by Bonnie Brooks, President and chief executive of the Hudson’s Bay Company, to rebrand The Bay has caused a great deal of controversy. Business watchers and marketers following her...
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How do you talk about “your brand” in a way that everyone gets it?
One of my business clients came to me this week with a vexing problem. I have been doing some research for a presentation I have to do and it seems that every branding specialist I come across has his...
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When should you launch a second brand?
There is no question that David “Patch” Patchell-Evans, founder and CEO of GoodLife Fitness, is a highly successful businessman. He has built the largest fitness empire in Canada. In 2010 “One in every...
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How smart brand extensions can build your business
Coquine Restaurant is a classic European Bistro with a modern twist. It represents my passion for food and my desire to have our guests feel at home—my home. —Robert Prete, Owner Robert Prete opened...
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Why Tangerine is such a smart brand name
Last week ING Direct Canada announced that it will be changing its name to Tangerine in the Spring of 2014. ING Direct, the country’s largest online-only bank, is required to change its name within...
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