Portmanteau-ber continues with this #tellthetruths video about a common brand name that you probably know, maybe even use.
Do you have any portmanteau names you love? Please share them with me!
It’s not October. It’s Portmanteau-ber!
As promised, this month we’ll be focusing on brand names that are made using a portmanteau construction, or two words being smooshed together. It’s a great strategy for finding fresh, trademarkable names that still carry a lot of relevant meaning.
Check out this #tellthetruths video to hear more about this strategy and some fun, tech examples.
#brandtrue #naming #brandnaming #captioned
Portmanteau-Ber Is Coming!
October? Never heard of her. Around here, next month is officially Portmanteau-ber.
In this #tellthetruths video, I share my slightly unhinged plan—and ask for your help filling it with the best (and worst) squished-together brand names out there.
Got a favorite portmanteau brand name? Please drop it in the comments to make my suitcase of words overflow.
The Internet Killed The Overlap
The legal standard for overlapping brand names has always been about whether the average consumer would get confused. That’s how we ended up with both soap and chocolate called “Dove.”
But in today’s online world, everything can get tangled. In this #tellthetruths video I unpack why—and I’d love to hear your take.
A Mammoth Name
When it comes to naming, too many cooks make a mammoth mess!
Utah’s new hockey team name is a great reminder that public polls can give you attention, but they rarely give you great names. Here’s what happens when strategy takes a back seat to spectacle.
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.
You Can’t Eat A Recipe
We’ve got news from the BrandTrue kitchen: we’re not just writing the recipes anymore. Now we’re cooking the whole meal!
Check out this #tellthetruths video which announces our new social media offering. It’s a tasty collaboration with my brilliant colleague Madison MacEachen, Founder of LIGHTYR Consulting. Her social media expertise plus BrandTrue’s brand strategy know-how is the kind of combination that makes something really delicious!
Let me know what you think. Or better yet, let us help you serve it up.
Does This Name Suck: Skunky
Skunky? Yes, really.
In this video, I break down why this name might stink… but only in the best possible way! It’s a great example of how modern brands often lean into real-world language, even when it’s a little funky, and still land strong with their audience.
Is it risky to name your brand around the opposite of the benefit? Maybe so, because it’s a cheeky way of naming the problem the brand solves. And it’s also memorable, playful, and rooted in truth.
I’ve got opinions—but I want to know yours, too. Would you give this name a pass or spray it down?
When Competitors Set Names
Sometimes your competitors shape the language of the whole category.
And while it’s important to stand out, it’s just as important to stay clear. In this #tellthetruths video, I talk about the delicate balance between differentiation and confusion—and how getting too clever with your naming can leave people scratching their heads instead of clicking “buy.”
Check out the examples from Twitter and BlueSky, as well as JetBlue and the rest of the airline industry. Then let me know what you think.
