BrandTrue

Brand Strategy | Differentiation | Naming

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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 Brand Suck: Gimlet Media?

We’ve got thoughts.

This week’s #tellthetruths video takes on a podcast name that left us… raising an eyebrow.

Is it clever? Is it confusing? Is it trying a little too hard to impress the word nerds? Watch the verdict and let me know if you’re buying it—or skipping the episode.

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Battle of the Brands: Duolingo vs. Babbel

Which name speaks your language? BrandTrue’s Madison is team Babbel and I’m team Duolingo (and it’s closer than you might think).

In this week’s #tellthetruths video, I break down what makes these two brand names tick—and ask YOU to cast the deciding vote.

Watch, then drop your pick in the comments. Let the language lessons begin!

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When is Naughty Nice

Being provocative isn’t always a problem—in some categories it can be your best strategy. If bold language aligns with your brand and connects more deeply with the right people, then losing a few others might be a price worth paying.

The ones who turn away were never your audience, anyway!

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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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Does This Brand Suck… Sneex?

Sarah Blakely built an empire with Spanx, a name that snaps with energy. But her new high-heeled sneaker line, Sneex? Let’s just say… we think it sux.

Why? Because it’s a little too sneaky. A name should tell you something about WHY you need the product, and this one misses the stilleto point. Watch this #tellthetruths video to see whether you agree!

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Battle of the Brands: For Your Dinner

When it comes to snagging a table, not all reservation apps are created equal. Some names whet your appetite, some are just meh, and others leave a bad taste.

OpenTable – A name as solid as a confirmed reservation.
Resy – Decent, but not exactly a five-star choice.
Tock – Hard pass. It sucks!

Watch this #tellthetruths video as Rebeca serves up her take on all three. And if you notice her calling Resy “Rez” in the video… consider it a special of the day—luckily, the subtitles and logos get it right! Which name has you hungry for more? Let us know in the comments!

#brandtrue #naming #brandnaming #captioned

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Does This Name Suck? Clean Eatz

Spoiler alert: We think it does! Check out our latest #TellTheTruths video and see whether you agree. Sure, Rebeca loves eating clean, but when people think of “clean eating,” they’re not exactly picturing indulgence. A name that skips appetite appeal altogether leaves a bad taste in our mouths. What do you think—does Clean Eatz whet your appetite, or leave you craving something more delicious?