What’s Your Threat Level?

From a post I authored on the Small Business Branding blog:

How such a brand identity threat level chart might look for an I.T. company looking to express its differentiating message:

Posted in Advertising, Branding | 3 Comments

on July 3, 2007 at 1:32 pm1 Lewis Green

Steve,

This is the second time today that I noticed a comment I left wasn’t posted (one here and one elsewhere). I wonder if the gods are messing with me.

Anyway, I said yesterday how much I enjoyed this post. Have a great 4th!
on July 3, 2007 at 4:38 pm2 Martin Jelsema

Steve: Your Brand Identity Threat Level schema looks a lot like the “Abstraction Ladder” I blogged about (/http://thebrandingblog.com/branding/naming-tips-number-24-in-a-series/) a couple of weeks ago. Not quite the same, but the idea is similar - the more specific and unique, the more powerful the brand (or brand name)…the higher up the ladder, the more generic and undifferentiated and less effective. Martin
on July 3, 2007 at 6:20 pm3 impactiviti

Martin,

Great minds think alike! I hadn’t seen your post, but clearly we are operating on the same wavelength. I hadn’t thought of it in terms of “levels of abstraction”, but that’s a great way to describe moving from a “say-nothing” name to a “say-something-clear” name. Thanks for pointing it out!

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