It’s not just the A/E/C industry—it’s most professional services companies. Designers, engineers, accountants, advertising professionals, creatives, lawyers—they all love to name their companies after themselves. There’s ego in this, of course. What better than naming a company after yourself? But there’s also an obvious business development case. As a small firm, it makes sense to … Continue reading On the resistance in the A/E/C industry to new brand names
Tag: branding
On the mere exposure effect
Why "mere"? Mere because just the simple fact of having previously encountered something makes it seem good or preferable later on. The weird part of this is that you don't even need to be conscious of the previous exposure. The oddity of this blew my mind when I encountered the effect in Daniel Kahneman's Thinking, … Continue reading On the mere exposure effect
On synecdoche
Synecdoche is a device best known as the substitution of the part for the whole, as in “all hands on deck” or “mouths to feed.” But what I’d forgotten is that the reverse is also synecdoche—the substitution of the whole for the part. What I hadn’t realized is that I’m a a frequent user of … Continue reading On synecdoche
Taylor Coe 