Tips for creating a new brand

OCLC has a great article which picks the brains of marketing consultants and best selling authors Al and Laura Reis.  The interview regards launching a new brand and contains the following steps to creating a new, sucessful brand:

1. Find an open category in the mind.


2. Give that open category a simple name. Sports drink, energy bar, energy drink.


3. Select a powerful brand name that conjures up vivid imagery. Red Bull energy drink, DieHard batteries, Amazon books, Silk soymilk.


4. Launch the brand with an intensive PR campaign.


5. When the brand is established, protect your position with a massive advertising program.

Tags: branding, trademark