No, not the bodice-ripper kind of romance. The kind with rich storytelling that draws you in and makes you feel something. This week’s #tellthetruths video explores a brand name that breaks quite a few naming rules. It’s not clear, not super pronounceable, and not immediately memorable. But the story shines through and that’s what makes it work! Surprisingly, even for someone who obsesses over clarity and memorability, I think this one earns its place through sheer emotional pull. Where do you land on names like this. Do you fall head over heels, or does the spark fizzle before the first date?
This Name Is Clutch
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.
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.
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.
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!
Return To Sender
A brand name doesn’t have to be a work of art. Naming artistry is when a name just WORKS! Check out this #tellthetruths video about a recent brand name change that went from confusing to crystal clear. (In fact, the old name was so confusing that I say it wrong throughout the video. Oops! Good call to change it!)
Super Bowl Ads: Who Scored & Who Fumbled
The Super Bowl isn’t just about football—it’s the ad industry’s biggest night of the year. If you’re as obsessed with #superbowlads as BrandTrue’s Rebeca Arbona, follow her live on Bluesky during the game for the real play-by-play at @withonlyonec.bsky.social.
Rebeca’s expert commentary dives into whether these mega-pricey spots are touchdown moments for their brands—or just money thrown out of bounds.
RIP To A Gloomy Name
In our latest #tellthetruths video, we dive into the transformation of RIP Medical Debt—a fantastic non-profit that’s decided to trade in its somber name for something brighter and more hopeful.
We’re big fans of their new name and can’t wait to share why it’s a step in the right direction. Check it out and let us know your thoughts!
Battle of the Brands: Adult Cereals
Who says grown-ups can’t enjoy sugary, yummy cereals? Today, we’re pitting two “better-for-you” brands head-to-head: Three Wishes vs. Magic Spoon.
Which brand name rises to the top of the bowl? Which one has the right mix of flavor, fun, and focus?
Check out this #tellthetruths video for our take—and then let us know which one you think deserves a spot at your breakfast table!
