The TL/DR on this #tellthetruths video is that you should never have to think this hard about a brand name.
Give it a watch. It’s not too long, either. Then let me know what you think.
Ugh Doesn’t Translate
The word “ugh” means very different things in different language, which have nothing to do with frustration or disgust. But the only thing that’s relevant is what they mean here.
Check out this #tellthetruths video about why it does NOTHING good for you to create brand names based on relevant meaning in some other, irrelevant language.
What, exactly, is the point of that?!?!?!
No, don’t do it! This is the same issue as we see with hidden back stories. Don’t make decisions that are more about showing off for the rest of the brand team. Talk to the people your brand is for!
Sheesh!
No! What I meant to say was… UGH!!
#brandtrue #naming #brandnaming #captioned
Lay It On Thick
In this week’s #tellthetruths video I’m going to talk about thick communications, and why I like them so much in a marketing context. Like thick names that are rich with meaning, thick communications give your brain layers of context to grab onto, which engages, connects and makes everything more memorable.
Check it out!
I’m Not The Target. And That’s The Point
As much as I think I can remain objective when it comes to evaluating brand names, I’ve recently learned about how much it turns my head when I’m not the target.
Especially with names that draw on cultural currency, insider jokes, and the like, someone who is outside the tribe can see a really effective name and consider it a piece of poo!
Check out this #tellthetruths video for more and remember to ask your kids for their take the next time you think a brand name really sucks. Just, whatever you do, don’t ask them what 6-7 means!
The Problem With Clever, Punny Names
Frequent visitors here know that I love to use puns in brand names, but this #tellthetruths video is all about how cleverness means nothing if you’re not also differentiated.
Check it out. Then share any examples you have in the same vein as those I share.
Oatly Sounds Just Right
For a crash course in leveraging tone of voice to reinforce a brand positioning, check out Oatly, the alternative milk brand. They’re a master case in engaging with their audience proactively and bringing a consistent personality to life across every touchpoint.
Now, their tone of voice is very particular and wouldn’t work for most brands, but they’re still really wonderful to learn from.
Check out this #tellthetruths video, and then check out how Oatly presents themselves.
#brandtrue #branding #brandstrategy #captioned
Don’t Fix What Ain’t… You Know
Not every rebrand is a glow-up. Some are just… not pretty. In this week’s hashtag#tellthetruths video, I talk about an example in which a renaming lost the plot and forgot the equity that made the brand strong in the first place.
Check it out, then let me know what you think.
#brandtrue #naming #brandnaming #captioned
Do You Know What Brand Voice Is?
In order to have better content, you should have a very clear command of your brand’s tone of voice. But many people don’t even know what tone of voice means in a brand context.
The short answer is that it’s simply how your brand speaks, and the bigger your brand, the more important it is to have a strategic framework to make sure that everyone that touches the brand has a consistent understanding of what that means. Guardrails, if you will.
Check out this #tellthetruths video for a bit more perspective.
The Story No One Knows
Great brand names often help a brand tell a story, or get people intrigued enough to learn more about their story. But there’s this style of naming where someone is crafting a narrative that’s completely irrelevant to the brand, or that doesn’t come across when you hear the name. Spoiler alert: I really don’t care for those tall tales!
Check out this #tellthetruths video to get the whole story. Then let me know what you think.
