The latest essay
The royalty proposal cannot explain what the name will mean
An indicative annual minimum made the extension attractive. The harder question was which technical and service expectations would travel with recognition.
Read the essayHarish Qelvankar / Chief Marketing Officer
The commercial meaning behind a familiar label
Perspectives from a life in leadership.
The archive.
Industrial brand licensing and responsibility
- Open essay
The royalty proposal cannot explain what the name will mean
An indicative annual minimum made the extension attractive. The harder question was which technical and service expectations would travel with recognition.
Industrial enquiry intake and commercial evidence
- Open essay
A recorded lead may still be waiting for its first useful conversation
Sixty-two enquiries lacked an identified application owner. Improving their briefs mattered, but it did not turn them into qualified products or orders.
Industrial naming and reference continuity
- Open essay
A new product name still has to answer an old customer's question
Eighteen references changed and ten retained clearer descriptors. Keeping the route from old to new mattered as much as simplifying the family structure.