Continuing with this month’s theme of Portmanteau-ber, just a quick hashtag#tellthetruths video about one of the biggest, most successful portmanteau brand names out there: Febreze. Check it out, then let me know your take on it. Is it a breeze of fresh naming air or fake and overly perfumed?
It’s Not a Platform. It’s a Conversation
Too many of us treat social like a megaphone, not a conversation.
In this #tellthetruths video, I unpack why it’s not enough for brands to establish monologues with a comment section—and why real connection happens when you invite true dialogue with the people you’re engaged with.
Because on social (and in life), it’s not the pickup line that wins people over. It’s the conversation that follows.
Does This Change Suck?
When a legacy brand like NPD changes its name to Circana, you’ve got to ask… why?
It’s pretty, sure. But does it say anything? What is a Circana, anyway?
Check out this #tellthetruths video where I unpack why name changes need a stronger case than just sounding sleek.
People Taste Words
A name can create an expectation that shapes how something tastes, because perception is reality and words frame our perception.s Don’t just take my word for it. There’s research!
In this #tellthetruths video I cite a famous study by Alfred Korzybski, though I can’t manage to remember his name.
Check it out and then let’s talk. This one could get sticky!
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.
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!
Simple Beats Clever A Lot of The Time
We all love a clever name—but sometimes, dumb as two rocks gets the job done.
This week’s #tellthetruths video is a love letter (or maybe a wake-up call?) to the names that just say what they are. Simple. Clear. Strategic.
Give it a watch—you’ll see what I mean.
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.
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.
