Candlepower Ad and marketing creatives

In September, Domino's Pizza -- the second-largest pizza chain in the United States, with annual revenue approaching $1.5 billion -- introduced "Artisan Pizzas" to its 5,000 stores nationwide. Are you picturing skilled workers up to their elbows in whole-grain flour and locally sourced tomatoes, lovingly patting each pie into a charmingly irregular shape? Well, forget about it. Continue reading...

Earlier this week, we featured an excerpt from Microstyle: The Art of Writing Little by Christopher Johnson, a branding expert who runs the website The Name Inspector. Here we continue Johnson's discussion of how "the crowded space of names might create a need for more complex ways to create names." Continue reading...

Christopher Johnson, a branding expert who runs the website The Name Inspector, has a new book out called Microstyle: The Art of Writing Little about how contemporary message-makers need to become "verbal miniaturists." In this excerpt, Johnson explains how "neologisms can be among the most powerful of micromessages." Continue reading...

Here's a little quiz to test your knowledge of color names. Can you identify where on the spectrum these colors — all of them well documented, some of them brand-specific — are located? 1. Inch Worm, 2. Dead Spaniard, 3. Isabella, 4. I'm Not Really a Waitress, 5. Synergy. Continue reading...

Does anything signal "uneducated" more than the use of "alot?" My father, an attorney, has done more than a few criminal appeals. I've seen some of the letters he receives from his prisoner clients — they pretty much all include "alot." Continue reading...

This is the story of two business names — both US trademarks, one for half a century and one for less than a year. Actually, it's the story of the word that's common to both trademarks. And to get directly to my point, it's about the way that one word has shifted in meaning over recent history — but only incompletely, so that both meanings coexist a little uncomfortably in semantic space, at least for me and many other speakers of American English. Continue reading...