Aaron Hoos’ weekly reading list: ‘Start-up ideas and names’ edition

Mixed bag of topics this week! I hope you enjoy it. 5 start-up naming rules. Recently I was pitching a project to a couple of potential collaborators. My naming conventions are usually: “Call it what it is and maybe mix in a benefit” (that’s why my brands tend to have names like Real Estate Investing […]

Develop an expert status that attracts your target market — co-written with Rosemary Smyth

This article was co-written with my friend, Rosemary Smyth, an international coach to financial advisors. The article is also posted on her website. When you have a toothache, you don’t go to your local mechanic’s shop to have a cavity filled and when your car isn’t running properly, you don’t pay a visit to your […]

Celebrity brands: Building a brand without a product or service

When we think of a brand, we often think of a corporate brand like Coca-Cola, Nike, Apple, Starbucks, etc. Each of these brands evoke a certain emotion; each of these brands make a statement about the user. But brands aren’t only specific to a product. People have brands, too. I recently wrote about how Jimmy […]

Lessons from Buffett about success. (Not Warren Buffett… Jimmy Buffett).

I’m a Jimmy Buffett fan. The dude is a showman. He’s a brand. He knows what his message is and he is relentless about sharing it. He offers a glimpse into a life that many of us wish we could live 24/7. I’ve seen him a few times in concert and he always delivered. (Here’s […]

How to be the “celebrity chef” of your niche

I am secretly addicted to the Food Network. (Okay, not so secretly anymore). I love cooking competitions and restaurant makeover shows. My PVR is set up to automatically record shows like “Opening Soon”, “Kitchen Nightmares”, and “Restaurant Impossible”. Many of these shows have one thing in common: A celebrity chef who seems to be equal […]