BrandTrue

Brand Strategy | Differentiation | Naming

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Ugh Doesn’t Translate

The word “ugh” means very different things in different language, which have nothing to do with frustration or disgust. But the only thing that’s relevant is what they mean here.

Check out this #tellthetruths video about why it does NOTHING good for you to create brand names based on relevant meaning in some other, irrelevant language.

What, exactly, is the point of that?!?!?!

No, don’t do it! This is the same issue as we see with hidden back stories. Don’t make decisions that are more about showing off for the rest of the brand team. Talk to the people your brand is for!

Sheesh!

No! What I meant to say was… UGH!!

#brandtrue #naming #brandnaming #captioned

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I’m Not The Target. And That’s The Point

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!

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Oatly Sounds Just Right

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

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The Story No One Knows

Great brand names often help a brand tell a story, or get people intrigued enough to learn more about their story. But there’s this style of naming where someone is crafting a narrative that’s completely irrelevant to the brand, or that doesn’t come across when you hear the name. Spoiler alert: I really don’t care for those tall tales!

Check out this #tellthetruths video to get the whole story. Then let me know what you think.

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Portmanteau-ber: Febreze

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?

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Does This Name Suck? Youthforia

It’s hard to read, hard to pronounce and there’s no link to their positioning, but other than that…

There’s a lot to unpack in this pun-heavy brand name. Watch this #tellthetruths video and then tell me whether you think this name is showing youthful exuberance or just sucking.