Time for another Battle of the Brands! This time, it’s food vs. finance as we size up two companies with edible names.
Battle of the Brands: Bread Financial vs Lemonade
Can Lemonade sweeten the insurance category? Does Bread rise to the top in financial services? Let’s chew on it!
This video originally appeared in LinkedIn.
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TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue. We’re doing another Battle of the Brands today. I want to pit Bread Financial against Lemonade Insurance because I really don’t love using food names for these sorts of money/finance-oriented companies. It’s a disconnect, but between them, I think one works better than the other as a name.
So Lemonade, I think the name was chosen for the insurance company to try to be non-threatening and friendly. Kind of like back in the day, naming a computer company Apple was about being sort of, you know, not scary and very accessible. So, I see what they’re trying to do. I’ve heard once someone defend it as a name that it was just very modern, very online experience, very easy to use and that went with Lemonade. For the most part, the naming geeks that I’ve discussed it with are with me that it’s trying too hard to be light.
Bread, on the other hand, although also maybe a little bit flippant to name a financial services company Bread, there is at least this idea of Bread is old 70s slang for money. Not that many people know that anymore, so it still has some problems. For me personally, I like Bread better. I have a feeling this one is pretty controversial, and I’d love to hear what you guys think. Let me know. Bye!
