What Our Experts are Saying

The official blog of TrustedPeer®

Labeled ‘Branding’


Philip Bouchard

Have We Entered the Era of Internet Caveat Emptor?

A failed method of decision support is Internet searches.  The Internet is completely algorithm-based now.  And the balance of transparency vs. being targeted has shifted heavily in the favor of advertisers. Where on the Internet can decision-makers find trust and authenticity?  There must be providers of trusted, skillfully curated and delivered information.  TrustedPeer is one of those sites.My thoughts were ignited by David Segal’s May 4th New York Times Sunday Business article “The Great Unwatched."  As Mr. Segal points out in the article, "57 percent of two billion ads surveyed over two months were deemed to be unviewable," yet companies still paid   More...

Ted Judson

Taking Chocolate to the Next Level: A New-Dimension Line Extension

Most product line extensions do not stray far from the original offering. For example, video games are commonly extended into movies, as shown by films like Mortal Kombat and Lara Croft: Tomb Raider. Similarly, television shows regularly prompt board game extensions, like the Simpsons® Monopoly® edition. Even the wildly popular internet video 'What Does the Fox Say?' is now being turned into a children's book! All of these examples are very natural extensions of the original product, because they fall under the general category of entertainment. This kind of closely-related extension is considered same-dimensional.

Rarer are extensions which are new-dimensional,   More...


Rick Bragdon

MiO and the World Language of Branding

Increased use of names beyond the United States require "world language" naming techniques, international trademark search and language analysis in multiple countries.

Successfully creating names to be used internationally requires familiarity with multiple languages and the idiosyncratic ways in which letters and letter combinations are pronounced by speakers of these languages. Not only that, but some words and names may have meanings that are positive in one language, but pejorative in another. "World language" is a way of naming that significantly increases the likelihood that a name will appeal to and be pronounceable by target audiences in many countries.  MiO, for   More...

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