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Our Papers & Articles

All Systems Go

Developing a naming system for your brand is a challenge when you’re crafting it from scratch. It’s even more daunting when you’re designing something for a long-standing portfolio (especially one that’s picked up a few acquisitions along the way). Find out the top nine things to consider when coming up with a naming system.

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The Internet’s New Name Game

Standard Web naming conventions are about to end. As some brands seek to own space to the right of the dot, should your brand follow suit?

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Semiotics Rising

Increasingly, brands are tapping into a discipline that helps find the meaning of it all.

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What's in store for 2012?

Each January, Interbrand looks to the year ahead and provides insights on 16 important sectors. Such insights will enable you to lead your brand to even greater levels of success.



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Don't Mind the Gaps

When it comes to stories, it’s what you leave out that counts.



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What's in a Name?

Linguistics demystified for brands.



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I'll Be Your Mirror

How to reflect and connect with your audience online.

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Everybody Speaks Food:Culinary language and the fastest way to a consumer’s heart

To break bread together we have to share language. In that sense, food is a truly global language.

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