A friend of BrandTrue, a man, doesn’t like the name of this shapewear brand but we do, so we ran it through our naming framework and did our analysis.
Does This Name Suck: Honeylove???
Does the name squeeze and pinch or comfortably support and provide shape?
Check out this tellthetruths video to find out where we ended up.
This video originally appeared in LinkedIn.
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TRANSCRIPT:
Hi guys, it’s Rebeca with BrandTrue, and we’re going to do another “Does This Name Suck?” video. This one is on a brand called Honeylove which is a shapewear brand, which is what we now call girdles. We never say girdle anymore, but that’s basically what it is, and other stuff, but suck ’em in kind of clothes as my husband calls them. So, my friend Bill Chidley, who’s always giving me great name ideas to talk about with you, he wrote to me about this name. He said he found it sticky and contrived and he didn’t like it. So I said, “All right. We’re gonna do a ‘Does This Name Suck?'”. Before I go into the TRUE analysis, I will add that I like the name. It doesn’t feel contrived to me. I see the honey, but it doesn’t seem sticky. And I, as I think about it, I realize that I am the audience and he is not. It makes me think of like a sort of old-fashioned, kind of southern “honey love” endearment. I don’t know.
When we think about what it communicates, let’s use the framework, let’s see… T, is it a Transparent communication of what’s on offer? No, not at all. R, is there some kind of Really Reals, authentic emotion or authentic link to their story? No. Is it Unique? The U of the model. I think it stands out. In a category that’s got a lot of players, I think that name, Honeylove, it’s very positive, very warm, very affectionate. Not at all transparent, but to me it’s unique. And yes, that’s where I’m going with the E. I think it’s Engaging. So, could they have done better with a name that more clearly communicated what they offer? Maybe, but then I think they would’ve lost something in warmth and possibly in uniqueness, as well. I mean, if you contrast it with the brand that really got us to stop saying girdle and start saying shapewear, Spanx, there’s a hardness there. There’s also a naughtiness there. This is anti-Spanx. So, that’s what I think. Let me know what you think. Thanks. Bye!
