BrandTrue

Brand Strategy | Differentiation | Naming

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This Name Is Clutch

This week’s #tellthetruths video features one of my favorite kinds of brand name: clever, confident, and backed by a brilliant business idea.

Clutch Beauty Bar sits next to Girls Auto Clinic, where women can get their cars serviced without the condescension. While you wait get a mani, pedi, or blowout next door. Genius!

The name hits the sweet spot—automotive pun, beauty reference, and serious entrepreneurial vision. Now that’s a power move.

Know any other brands with names that snap into place this perfectly? Drop them in the comments—I always love to hear the good stuff.

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Names With No Filter

From time to time I see nonprofits that lean into sass, playfulness, and personality in their names—and I am here for it!

Two quick example highlighted in this #tellthetruths video:
🧦 Sox Box (yes, I said it backwards—no, I’m not re-recording it)
👙 I Support the Girls (and wait until you see that logo—you guys know I focus just on names in these videos, but this one is… memorable.)

If you’ve seen any other nonprofit names that ditch the formality and reserve to go bold, drop them in the comments—I’d love to see more!

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Does This Name Suck: LoveShackFancy?

Normally, a name this maximalist, frothy, and extra would have me running for cover. But for this maximalist, frothy, and extra brand? It’s perfect.

LoveShackFancy isn’t my vibe—but that’s the point. A great name isn’t about what I like; it’s about what fits. And this one fits like a ruffled, floral-print glove.

Watch this #tellthetruths video to see why I think this name is just right—even if it’s not for me.

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Super Bowl Ads: Who Scored & Who Fumbled

The Super Bowl isn’t just about football—it’s the ad industry’s biggest night of the year. If you’re as obsessed with #superbowlads as BrandTrue’s Rebeca Arbona, follow her live on Bluesky during the game for the real play-by-play at @withonlyonec.bsky.social.

Rebeca’s expert commentary dives into whether these mega-pricey spots are touchdown moments for their brands—or just money thrown out of bounds.

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What’s A Famous Girl To Do?

If you’re a mega popular celebrity and it’s time to make even more money by launching a product brand, you’ve come to the right place for tips on how to name your brand.

Here at BrandTrue we’ve got your back, and our latest #tellthetruths video details some trends we’re seeing in the way celebrities name their brands.

You’re welcome!

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How Can Brands Be SMART?

In this #tellthetruths video, Rebeca dives into what it means for brands to be SMART, highlighting how bold choices, while daunting, can lead to big rewards.

From Nike’s controversial Colin Kaepernick ad to Domino’s bold admission of past mistakes, both brands took leaps that paid off and strengthened their connection with audiences.

What do you think? Is taking risks essential for brands to grow?