When is a name not just a name? When it’s a brand. A name is, after all, the very foundation on which to build identity. Take James Bond for example. He wouldn’t have quite the same impact on society if his name were Basil Witherspoon. But Bond, James Bond… well, that’s succinct and strong enough to command respect from both comrades and adversaries alike. Plus, it makes the ladies swoon.

"When consumers hear the name James Bond, they automatically think strength, courage, style, wit and martinis—shaken, not stirred."

But let’s face it. John Doe makes just as much of an impact as James Bond. Why then did James Bond make it to the history books and John Doe remain subjected to a life of complete anonymity?

Anyone can have a name, but to have a brand, that name has to be reinforced by not only a sound business, but by the right marketing as well.

John Doe went with 1-800-ADSRUS. James Bond chose the right integrated marketing agency. After the books, movies launched his name into stardom. And after the movies came the action figures, the lunch boxes, and later, the interactive websites. John Doe just appeared on milk cartons.

John Doe is just a name. James Bond became a brand.

The next time you sit down to watch Goldfinger, remember that James Bond wasn’t always James Bond. Once upon a time, he too was a John Doe. But the right marketing gave him the push that turned his name into an instantly recognizable brand. What could it do for yours?

When consumers hear the name James Bond, they automatically think strength, courage, style, wit and martinis—shaken, not stirred. When consumers hear your company’s name, what’s the first thing that comes to their minds?

To find out how to give your brand a push, contact Jim Schnurbusch, CEO, at jschnurbusch@hughes-stl.com.