Suddenly, dirty sodas are EVERYWHERE. This trend fascinates me for so many reasons, but let’s start with the fact that it’s not actually new.
The Line That Lands It
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.
No Kid Hungry
I’ve been talking a lot here about nonprofit names that function as an emotional call to action, and this one is a masterclass. No Kid Hungry instantly tells you exactly what it stands for.
In this #tellthetruths video, I talk about why this kind of naming is so powerful, and why leading with clarity and conviction are often far more effective than playing it safe.
Battle Of The Brands: Matchbox vs. Hot Wheels
Today’s Battle of the Brands is a showdown between two toy car classics, and I’m not pretending this one’s close. When it comes to aspiration, scale, and fantasy, Hot Wheels and Matchbox are playing very different games.
One feels like a miniature of the real world. The other feels like a promise of the one you’re racing toward.
Check out this #tellthetruths video, then please weigh in. I especially want to hear from anyone that preferred Matchbox cars as a child, if you’re out there. (I don’t think you are!)
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Snark Tank
I’ve written many times about naughty brand names, but one step down is the snarky, sarcastic name that functions similarly. The attitude of these kinds of names can make them really memorable and engaging, provided that such at one is appropriate for your category and positioning.
Check out my latest #tellthetruths video for a breakdown and some fun examples. But more than anything, please share any examples of similar snark that you’ve encountered in the wild.
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Does This Name Suck: Nom Nom Dog Food
Check out my latest #tellthetruths video about Nom Nom Dog Food and the strategy of making onomatopoetic brand names. (No, I did NOT make that word up!)
Trigger warning: slurpy mouth sounds ahead!
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Great Strategy, Glitchy Name
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.
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!!
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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!
