Today’s post was written by Guest blogger: Nathan Danforth.

I was given a link today by an associate. I have been through the exercise of bringing in marketing/advertising consultants whose expertise revolves around overall branding/imaging of a company. Although I’m sure they provide value to some clients, I couldn’t help but feel like a lot of it was them trying to blow smoke.

eNormicom is a satirical web site created by 37signals. 37signals is a company that

…aim[s] for the software sweet spot: Elegant, thoughtful products that do just what you need and nothing you don’t

So this satirical website assisted me in developing methods for differentiating my new business in today’s world of electronic business solutions.

What I needed was:

• A new Company Name:

Nametron 3000™ uses a complex system of algorithms and formulas to combine morphemes, phonemes and gigonemes to create a Singular Cohesive Action Moniker (S.C.A.M.®) for your company. The result is a truly best-of-breed name that conveys the essence of your brand’s soul.

• A new Logo:

The right logo is mission-critical to your success. Your Image Bucket Program™ includes a logo that shows people that your company is futuristic yet caring, active yet balanced.
How do we do it? We throw ‘em a curve! Nothing says innovation and cutting-edge like having a curved swoosh in your logo. Swoosh this way…

• A new Slogan:

Complete sentences are so Q4′99. That’s why your new brand includes its very own three word tagline. Three buzzwords arranged like so and “Whoomp!”, you’ve got a magic slogan that’s sure to seize eyeballs. Now you’ll definitely be able to staff up to 400 by the end of the year!

And here is my result:

I can now be on my way to making millions.

What’s disturbing and interesting is that the result of this exercise isn’t all that much different from what some of the professional companies came up with!!!

So what sells? Do consumers really care more about what a company’s logo and tagline are than what kind of service or product is being sold!?!? Quite possibly!!

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