branding Tag



kenny powers for k-swiss.001
by Freddy Tran Nager, Found of Atomic Tango + Aficionado of Daring Branding… Let’s say you start an athletic shoe company specializing in tennis, a sport mostly favored by upper-crust Europeans and the country-club set. You cement your brand image by naming your company after a tiny, extremely civilized European country famous for chocolate, watches, skiing, and an army known more for pocket knives than fighting wars. This Euro image is necessary, not just because you yourself are Swiss, but because you’re launching your company in Los Angeles in 1966,Read More
action movie hero posters
by Freddy Tran Nager, Founder of Atomic Tango + Superhero Analyst… It must suck to be powerful. I’m determining what image I should use to present myself here at Atomic Tango. Since I picture myself as an action star (in a power-nerd way), I researched how Hollywood is depicting its almighty this summer. What I saw wasn’t encouraging.Read More
Jimmy Wong "Ching Chong"
by Freddy Tran Nager, Founder of Atomic Tango + Interracial Relations Insider… I don’t assign social media textbooks to my students because most are outdated by the time they’re published. Indeed, every time I flip on my computer, Mark Zuckerberg has messed with his giant virtual antfarm. Plus, real life case studies keep popping up that are so much more relevant and compelling. This past week — while I was teaching social media at UCLA Extension — something happened on campus that provided great classroom fodder. I’m talking about AlexandraRead More
customer centricity
by Freddy Tran Nager, Founder of Atomic Tango + A Guy Who Loves His Customers (well, most of ’em)… Q: What consumer and market research guided the iPad development? Steve Jobs: “None. It isn’t the consumers’ job to know what they want.” – from the New York Times Customer centricity argues that companies should restructure their strategies and operations to put customers in the center. What’s wrong with that?Read More
University of Colorado
by Freddy Tran Nager, Founder of Atomic Tango + Logo Design Undercharger; photo by Johntex via Wikimedia Commons… I had no idea I was leaving so much money on the table. I help clients develop new brand identities, including logos and look-and-feel guidelines. For this I charge a few thousand dollars, depending on a few variables, but never more than $10K. At least, not until I came across this article about the University of Colorado’s new logo…Read More
by Freddy J. Nager, Founder of Atomic Tango LLC + Occasional Chiseler Warning: The following blog post contains full frontal liberal snarking and might not be appropriate for all audiences. If you’re a Republican with a thin skin, please escape now to somewhere you might feel more at home. The way I see it, ridiculing Sarah Palin is not only fun, it’s our patriotic duty. Many of us laugh at her now, viewing Palin as a living Saturday Night Live sketch. But the scary part is that many others takeRead More
by Freddy J. Nager, the guy at Atomic Tango LLC who calls himself a “Fusion Director” Not since Sarah Palin claimed “executive experience” has anything this silly been uttered about top management…Read More
The secret of success is sincerity. Once you can fake that you've got it made.
by Freddy Tran Nager, Founder of Atomic Tango + Guy Who Is Authentic When Necessary… The movement du jour among marketers is “authenticity.” This approach dictates that companies should be open and honest about who they are and what they stand for — not just because that’s a good thing to do, but because that’s the only way to succeed. Sounds completely righteous, right? But wait, there’s more…Read More
Radio Shack is now The Shack
by Freddy Tran Nager, Founder of Atomic Tango + Guy Who Professionally Names Things… Previously here on Atomic Tango… Pizza Hut became “The Hut,” evoking images of Jabba — or worse. Now word comes that another iconic American brand has likewise simplified: Radio Shack is now “The Shack,” evoking images of a giant basketball player. Their new tagline, “Our Friends Call Us The Shack,” makes me wonder what their non-friends call them.Read More
MySpace
by Freddy Tran Nager, Founder of Atomic Tango + Longtime MySpace User… MySpace is losing it. And I’m not talking about its members defecting to Facebook. Last year, the once mighty, world dominating social network that had crushed its predecessor Friendster suddenly found itself splattered on Facebook’s windshield. At first, MySpace responded by copying Facebook features, but copying a competitor is not a long-term success strategy. In fact, it just gives the competition credibility. So MySpace gave up the fight and is fully rebooting by going after a niche market…Read More