Ask Great Questions with Karin Hibma Cronan of Cronan
What’s in a brand name? Everything, according to today’s guest, Karin Hibma Cronan, a renowned brand strategist, and co-founder of Cronan, as we explore the role of questions in the art of naming and branding. Cronan is known for creating iconic brand identities and names that resonate with audiences. Their work has helped shape the success of major corporations, non-profits, and startups alike, making them a trusted partner in the world of strategic design. In our conversation, we discuss how the name of a brand or product sets the tone of the experience, the common attributes of a good name, how Karin is the inspiration behind the names of many well-known brands, and the importance of asking great questions when forming strategy. Gain insights into her interactive approach to working with clients, what strategic intent is, how a brand’s identity can evolve, and more. Tune in to learn how you can harness the magic of a name and the power of great questions with Karin Hibma Cronan!
Key Points From This Episode:
The fundamentals of a name and her approach to finding a brand’s identity.
Explore the differences between brand identity and strategic identity.
Learn about the secret sauce to making a compelling brand name.
Challenges of designing a name and the limitations trademarks impose.
Hear about the common pitfalls to avoid when creating a brand name.
Discover why a holistic approach to branding and identity is vital.
Insights into the power a name has in communicating a brand experience.
How a brand name can evolve with a company’s product or service.
Asking good questions to identify problems and create solutions.
Karin shares her method of developing the right questions to ask.
Examine examples of bad questions and the impact they can have.
Uncover how to understand the ‘why’ behind a person’s answer.
She explains what a better world means to her.
“There is magic in a name, and obviously, we should use that magic to achieve our noble purposes.” — Karin Hibma Cronan [0:07:33]
“[A name] has to weave into the whole system of everything that is there.” — Karin Hibma Cronan [0:22:35]
“We’ve got to evolve. [The planet] is not going to last.” — Karin Hibma Cronan [0:40:49]
“When that uncertainty [comes] in, that is when the really great ideas [come] in.” — Karin Hibma Cronan [0:44:03]
“The best questions are the ones that open up those hidden doors to peoples’ possibilities.” — Karin Hibma Cronan [0:46:05]
“We’ve got some [majorly] serious problems to collectively solve.” — Karin Hibma Cronan [1:03:56]
“There has been too much pressure in the world for people to come up with answers, rather than the right questions to ask.” — Karin Hibma Cronan [1:08:50]
