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Creativity: The Rituals and Routines

Recently my stepdaughter shared an article called Rise and Shine: The Daily Routines of History’s Most Creative Minds. She is entering the creative and competitive world of acting and writing in film and television. In sharing she could not help but note that I am well practiced in the routines of coffee, long walks, and inebriation (aren’t I the greatest influence?).

All family kidding aside, I struggle with the discipline and creativity required by writing. Writing is so much of what I do now. Branding and marketing requires conveying relevant and different ideas so I have always honed this talent. Now I am writing fiction and screenplays, as well as, ghostwriting for others. I like to think I am getting better at the craft but that does not mean it gets any easier.

Oliver Burkman’s article is a review of Mason Currey’s book, Daily Rituals: How Artists Work. In it Currey notes that Joyce Carol Oats worked the morning, took a big break and cranked up again in the evening. Anthony Trollope set the goal of 250-words per quarter-hour. Meanwhile, Friedrich Schiller could only write in the presence of the smell of rotting apples (for me it’s fermenting grapes).

I like background noise and always have. Since studying in high school and university, the tunes or television have been on. As I type this blog on my computer, one earbud is in place hooked to my tablet where Better Call Saul is in rotation.

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Changing a Brand Name

This bit of prose does not retread the familiar ground in brand naming. A plethora of articles, papers, blogs and books already exist to inform you about the elements of an excellent brand name. A few of them will even share the methodologies that uncover names like Pinterest, iPad, or SoyJoy (too few because most naming consultants consult a thesaurus and then write up an invoice). All of these jottings suggest the name is the linchpin of one’s entire brand strategy.

What is covered here is an aspect of naming not discussed by brand owners and agencies. That is, making the decision to change the name and the emotions and trepidations felt by the decision-makers. When I encountered hesitation or fit-brainstorming-sessionopposition to changing a corporate or product name from clients in my earlier days, I became frustrated. Having witnessed this psychology through the years, I understand the reluctance and now have proper guidance to frame and address these concerns. These I happily share here.

Historically, I have dealt with clients who have made the firm decision to change their brand name. There was no discussion or debate on that accord. Any discussion and debate was held until naming options were presented. Now, clients have recently engaged my services with the intent to rename but with no firm commitment to follow-through. This has been fascinating.

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