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!
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!
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
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?
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.
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.
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 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.
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!
