What Don’t You Know?
At the risk of oversimplifying things… it can be very simple. When undertaking a big branding project the complexity of the task can be overwhelming.
Risk & Reward
Do you agree that eliminating all danger can eliminate the upside, too? We find this to be especially true with naming brands. Sometimes the very best names are the hardest to sell to management, because they go big; they’re edgy, quirky or daring in some way.
It’s A Little Bit Punny
How do you feel about puns? For brand naming, we think they work really, really hard because they make more connections in the brain. They’re also just delightful!
Different Types of Names
Want some ways to ensure that a brand name is working hard for you? Think about what it’s connecting to. A lot of brand namers get stuck in talking about word type. Is it a coined word or a compound word? Is it a concrete creation or is it abstract?
Battle of the Brands: Rhinegeist vs. MadTree
We’re playing Battle of the Brands again! This time, we’re pitting two beloved Cincinnati micro-breweries against each other (although neither is particularly micro anymore): MadTree Brewing and Rhinegeist Brewery.
Better Way to Communicate
You already know that you need to learn as much as you can about your customers or consumers. Here’s another tidbit to look out for, courtesy of the brilliant William Leach and his powerful book Marketing To Mindstates.
Does This Name Suck? SUR LA TABLE
Some brand names suck. Does the name “Sur La Table?” After all, no one can pronounce it. You might be surprised to hear what Rebeca concluded in this #tellthetruths video.
Why do we like the name “White Claw” so much? Why do we think it helped this light, alcoholic beverage avoid the sad fate of Zima? Check out this #tellthetruths video to see what we think about it.