What’s in a brand name? Everything, according to today’s guest, Karin Hibma Cronan, a renowned brand strategist, and co-founder of Cronan, as we explore the role of questions in the art of naming and branding. Cronan is known for creating iconic brand identities and names that resonate with audiences. Their work has helped shape the success of major corporations, non-profits, and startups alike, making them a trusted partner in the world of strategic design. In our conversation, we discuss how the name of a brand or product sets the tone of the experience, the common attributes of a good name, how Karin is the inspiration behind the names of many well-known brands, and the importance of asking great questions when forming strategy. Gain insights into her interactive approach to working with clients, what strategic intent is, how a brand’s identity can evolve, and more. Tune in to learn how you can harness the magic of a name and the power of great questions with Karin Hibma Cronan!
Key Points From This Episode:
- The fundamentals of a name and her approach to finding a brand’s identity.
- Explore the differences between brand identity and strategic identity.
- Learn about the secret sauce to making a compelling brand name.
- Challenges of designing a name and the limitations trademarks impose.
- Hear about the common pitfalls to avoid when creating a brand name.
- Discover why a holistic approach to branding and identity is vital.
- Insights into the power a name has in communicating a brand experience.
- How a brand name can evolve with a company’s product or service.
- Asking good questions to identify problems and create solutions.
- Karin shares her method of developing the right questions to ask.
- Examine examples of bad questions and the impact they can have.
- Uncover how to understand the ‘why’ behind a person’s answer.
- She explains what a better world means to her.
Links Mentioned in Today’s Episode:
Karin Hibma Cronan on LinkedIn
The Right Question Changes Everything
Brands for a Better World Website
Brands for a Better World on YouTube
Brands for a Better World email
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