None at hand -- but I do think the Wikipedia page for brand is an interesting read.[1] It has a section on branding approaches and unlike a lot of articles I fo

None at hand -- but I do think the Wikipedia page for brand is an interesting read.[1] It has a section on branding approaches and unlike a lot of articles I found on a quick 15 minute Google just now it's refreshingly dry and hype-free. Having said that about articles, I think for every method that people claim is the "perfect way to come up with a brand", there's a story of brands that became established but had origins that didn't involve mindmapping, brainstorming, SEO tests, research groups and the like. Two examples from the UK, one now a little faded: Amstrad, which is just AMS Trading shortened, AMS being the initials of Lord Sugar, and Virgin, which one of Richard Branson's early employees suggested because none of them had a lot of experience of running a business. Go for a walk and one might pop into your head. You never know! If you're in NZ as your username suggests (?) then you certainly have the scenery for inspiration :-) [1] http://en.wikipedia.org/wiki/Brand http://en.wikipedia.org/wiki/Brand