We put so much pressure on brand names, but what about the lines that follows them? Could the so-called “generic descriptor” actually be something that makes a name click, or even craveable?
In this #tellthetruths video, I talk about why that overlooked line can carry surprising emotional weight, and share a grocery store example that made me stop mid-aisle and smile.
When it comes to brand strategy, sometimes people confuse being consistent with being the same. Brands need to flex to the occasion, the medium, the daypart, whatever the context is. And that’s not inauthentic if there’s a consistent thread running underneath these customized presentations.
That’s what I mean by “cousins, not sisters.”
Check out this #tellthetruths video to hear more, then weigh in.
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The TL/DR on this #tellthetruths video is that you should never have to think this hard about a brand name.
Give it a watch. It’s not too long, either. Then let me know what you think.
Not every rebrand is a glow-up. Some are just… not pretty. In this week’s hashtag#tellthetruths video, I talk about an example in which a renaming lost the plot and forgot the equity that made the brand strong in the first place.
Check it out, then let me know what you think.
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In order to have better content, you should have a very clear command of your brand’s tone of voice. But many people don’t even know what tone of voice means in a brand context.
The short answer is that it’s simply how your brand speaks, and the bigger your brand, the more important it is to have a strategic framework to make sure that everyone that touches the brand has a consistent understanding of what that means. Guardrails, if you will.
Check out this #tellthetruths video for a bit more perspective.
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.
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Some names feel heavy. Others feel like a breath of fresh air.
In this week’s #DoesThisNameSuck video, I take a look at Bluesky—a name that’s expansive, uplifting, and proof that there are still plenty of great ideas left in the naming universe.
The shop window isn’t always on Main Street anymore.
In this #tellthetruths video, I talk about how “location, location, location” now means choosing the right social platform for your audience—and showing up when they’re most open to hearing from you.
It’s the same rule as brick-and-mortar: if you’re not where your people are, you’re not really in business.
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.
