Verbal Identity with Rob Meyerson

Rob Meyerson is the principal and founder of Heirloom, an independent brand strategy and identity firm. His specialities include brand strategy and positioning, naming and messaging, brand architecture, qualitative research, and organizational change. In this episode,  we discussed why IP is not included in branding projects and covered:The lack of job training for brand consultants and the culture of learning by doing that prevailsChecking company and product names Building distinctive brand assets,  versus the simplicity in design approach that prevailsWhat to consider when naming — what makes some names stronger than other namesWhether the legal dimension is a limiting factor that constrains the creative processPositioning — does that impact your name choice?IP’s role in managing competitionThe negative reputation of lawyersLinkedIn: Rob MeyersonTwitter: @RobMeyersonInstagram: @howbrandsarebuiltBook: Brand Namingrobmeyerson.comhowbrandsarebuilt.comwww.heirloomagency.comValuable Resources:Brand Tuned ScorecardBrand Tuned Acceleratorwww.brandtuned.com