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.
Does This Name Suck: LoveShackFancy?
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.
This video originally appeared in LinkedIn.
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TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue, and today I want to do a little bit of a discussion around a name that I think is very, very powerful despite how much I hate it, and that’s LoveShackFancy. I’ve talked about it before here on LinkedIn and confessed that I don’t like it personally because I think it’s just really sort of overdone and maximalist. But guess what? It’s a great name because the concept that it names, what it’s illustrating, is a very maximalist, over-the-top concept. It’s a clothing retailer, it’s hyper-feminine, things with little flowers and frills. And that name has flowers and frills, you know?
The fact that it’s three words smooshed together is sort of breaking a rule. I think it’s too much. But it’s not too much. In this context, it’s exactly right. It’s exactly on strategy. I think that illustrates that the best name is the name that’s the best fit for the concept that best brings to life your strategy. And LoveShackFancy is perfectly captured by that name, so it’s a great name. It’s not for me to shop there, but I admire what they’ve done. Let me know what you think. Thanks!
