The Pollywog Blog

Sales are brisk for Pollywog-named Scent of the Missing, a new memoir by Susannah Charleson, named by Pollywog and released this month by Houghton Mifflin Harcourt. Scent of the Missing chronicles the author’s adventures with her golden retriever as members of a Texas-based canine search and rescue team.

Since the book’s release on April 13, Susannah and Puzzle have been making the media rounds, talking to reporters curious about the inner workings of canine search and rescue and remarkable abilities of SAR dogs. Susannah says, “Across a baker’s dozen interviews in the past 10 days, I have been called Suzanne Charleson, Susannah Carlson, Susannah Charleston, and Shewanna Charleson. That said, the book’s title has always been correct.”

Canine search and rescue is a fascinating subject that appeals to a wide swath of readers, and the writing itself is top-notch. But we also know that the book’s title has helped propel its success: We learned that Houghton insiders, when presented with a list of upcoming books to peruse on their Kindles, selected Scent of the Missing because the title intrigued them.

See also the official Scent of the Missing Web site.

Brand Naming for the Digital Age

Forget everything you know about naming for B2B—the rules are changing. Five converging trends are having a profound effect on how well brand names perform.

Will your brand have the power to compete in the coming years? How will you know if it’s time to rebrand? If you’re introducing a new brand, what should you know about naming?

John Stucker and Devon Thomas Treadwell, founders of Pollywog, will share how Medtronic and other B2B leaders have created names that succeed in the digital age and how a powerful name can propel the success of your business.

Presentation Highlights:

• Brand Naming through the Ages
• Converging Trends Affecting Naming for B2B Marketers
• What a Brand Name Needs to Succeed in the Digital Age
• Power Names
• Elements of a Power Name
• What a Power Name Does for a Brand
• Is Your Brand Working For You or Against You?

A members-only networking event will be held immediately following the event (9-9:30 a.m.) to discuss presentation highlights.

What: Business Marketing Association, Minnesota Chapter
When: April 20, 2010
Time: 7:30 a.m. Registration and breakfast — 8:00 – 9:00 a.m. Presentation
Where: Metropolitan Ballroom, 5418 Wayzata Blvd Minneapolis, MN 55416

Cost: Members $30 / Non Members $45

Registration link:  https://www.123signup.com/register?id=mzqpv

Register by April 16

Pollywog recently worked with American Resource & Energy to position and name its flagship product for the small wind industry: Ground Control™ self-raising towers.

Ground Control towers are the only nonhydraulic wind tower that can be raised and lowered by just one person–for maintenance on the wind turbine, or to protect the turbine from damaging winds.

This technology effectively creates the new category of self-raising wind towers, enabling the expansion of wind energy into new markets: coastal areas vulnerable to hurricanes/typhoons, areas too remote for dealer servicing and small operators everywhere who lack the crew and heavy equipment needed to raise and lower conventional towers.

Last week, Devon Thomas Treadwell, Principal of Pollywog, was interviewed by Ed Schultz on his nationally radio syndicated show.  Listen here:

Our list of Best Brand Names for 2007 has been featured in the February ‘08 edition of Twin Cities Business–scoring a half-page article in its print magazine as well being billboarded on the home page of the online version.

Here’s the story: Best Brand Names of 2007