Neuroscientists would disagree with Juliet’s famous words from William Shakespeare’s Romeo & Juliet. What’s in a name? that which we call a rose By any other name would smell as sweet Smell as sweet? yes. Perceived the same as a rose? Probably not. Brain scientists can prove with imaging techniques that different words evoke vastly different responses in our brains, and possibly in our souls. Wall Street investors, the neuroscientists of business, certainly prove that the right words liberate corporate prosperity. But well-intentioned words alone don’t change corporate destiny. From the brand marketer’s perspective, a brand positioning line has a very specific job to do. Let’s take a look at four brand stories. What motivated Nike to create “Just Do It”? Once upon a time, Nike was a brand that only served pro-athletes. Then Phil Knight decided to change its brand aspiration to serve not only pro-athletes but also all athletic-minded people. “Just Do It” was created to appeal to … Continue reading →