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DrivingRain

Posted by Paul Regensburg on Jan 26, 2016 8:30:00 AM

Four Tips for Naming a StartUp

Naming is fun, rewarding, creative and interesting. How's that for negating just about every post about the pitfalls of naming or how tedious it seems to be for many people? Granted, naming in a world of diminishing dot com availability is a challenge, but overall, I've found naming to be more gratifying than frustrating — when you have the right approach.

I've distilled four criteria that when followed, will greatly increase your chance for success and provide awareness of where the pitfalls lie so you can minimize time-intensive dead ends.

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Tags: B2B / rebranding / Naming / Company Naming
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Posted by Paul Regensburg on Dec 10, 2015 8:15:00 AM

Five B2B Website Trends for 2016

From a trends perspective, the B2B world has different concerns than the consumer world from which most trends originate. Rather than driving trends, B2B generally responds to them. 

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Tags: B2B
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Posted by Paul Regensburg on Dec 3, 2015 8:30:00 AM

Six Steps to Demysifying Naming and Branding


Faced with a corporate or product naming assignment, you may conjure visions of silly corporate naming competitions over cold pizza or the endless search for the elusive, available url, which often results in a substandard name by default. While happy accidents can happen, most naming exercises fail because they are purely subjective, not based on any brand strategy.

Because a name is the most visible manifestation of your brand, whether it is a corporate, product or service brand, it needs to be built on a solid foundation. Having lead quite a few naming processes, I've found success by breaking down the process into six steps.

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Tags: branding / Naming / Product Naming / brand strategy / corporate naming
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Posted by Paul Regensburg on Nov 25, 2015 7:47:38 AM

Five Reasons for Putting the Thanks in Thanksgiving

There's no shortage of things to be thankful for, which seems especially apparent in a year when the world has gone mad. In the professional realm this year, five things make for a sustainable difference, for which I am thankful.

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Posted by Paul Regensburg on Oct 21, 2015 7:30:00 AM

To Build Your Online Brand, Start with "Buyer Personas"

If you're in the marketing field, you've probably heard of "Buyer Personas," but what are they exactly, and why do you need them?

For fans of the Showtime series, Homeland, you may have seen super sleuth antihero, Carrie Mathison, sitting cross-legged, surrounded by an array of suspect's photos, including bios, histories and known associations. These are personas. In the case of "Homeland," these are Terrorist Personas. Fortunately, we live in the less perilous, yet often elusive world of marketing, but share Carrie's need for a deeper understanding of our targets; what they look like, what they like and dislike, where they congregate, what they read and who they associate with on a regular basis.

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Tags: B2B / branding / rebranding / brand positioning
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