Here’s something do-it-yourselfers often overlook when they’re struggling to name a product or company: the importance of making something familiar seem unfamiliar or making something unfamiliar seem familiar.
I’ve written about branding’s unfamiliarity principle in a new story for Medium. You can bypass the paywall to read it by clicking this link.
I’m experimenting with Medium—an elegantly designed, ad-free platform for writers—as a way to reach a wider audience and (maybe, someday) earn a little money from my writing. The payout depends on subscribing members reading and “applauding” my work (note the little clapping-hands icon), so if you like what you see, please subscribe.
My other Medium stories: