Yes, you SHOULD change your brand name. Sometimes. If it’s for the right reasons…it all depends on the business problem you’re trying to address.
Design Drives Desire
In honor of the way that James Dyson has stepped up to design and build ventilators during the pandemic, I’d like to share a #tellthetruths video that features Dyson, the brand, as a prime example of how design drives desire.
Ben & Jerry’s: Stone Cold Good Names
I’m posting this video on the company that I think does the best job with names, hands down, which is Ben & Jerry’s.
All Brands Right Now
Have you seen this? At first, I laughed, but now I’m torn between mocking all these different brands for coming up with the EXACT same ad… and scratching my head wondering what else they could possibly have done!
How We Feel App
Have you heard about the How We Feel app? Launched by the CEO of Pinterest, it prompts you to log in every day in order to create a vast database that tracks the spread of COVID-19. The app appears to be spreading, well, virally. (Please forgive me!)
Brand Marketing Through the Coronavirus Crisis
What are the implications for Brand Marketing of this frightening time we’re living through? I’m sharing an interesting article on this, below. For me, the concept that stands out the most in this piece is the importance of authenticity.
Authenticity vs Gold Digger
This video is about brand authenticity because it’s central to our thinking at BrandTrue. It’s what allows brands to meaningfully connect with their people. I introduce the idea of “gold-digging,” which is what I call it when brands listen to the voice of the consumer, so important, but without any view to what is their own true why for serving, other than making money.
Just For Pun
How do you feel about puns? What about punny brand names? Anyone who follows my branding content knows that I love, love, love this kind of name!
What’s Your Shop Window?
What’s Your Shop Window? The idea I share here is to think deeply and strategically about what your brand’s shop window is, or how people find you. The video discusses this specifically in the context of selecting brand names, but the point applies more broadly, now that so many brick and mortar businesses are closed for a while.
