How Can You Make A REALLY Showstopping brand name? By using an oxymoron in it! It’s not every day you get that chance, but we just love how this salsa brand that uses imperfect produce does just that.
Does This Name Suck? PRETTY UGLY
We think it’s both beautiful and delicious! What do you think? And can anyone think of another brand name that’s an oxymoron? DJ Jumbo Shrimp is over here asking!
This video originally appeared in LinkedIn
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Okay, guys, it’s Rebeca with BrandTrue, and today we’re going to do another “Does This Name Suck” which we love to do. This time, it’s an obscure brand you’ve never heard of called Pretty Ugly. It’s a salsa brand, and it’s such a great name for a lot of reasons that I want to take you through it. We’ll do the TRUE analysis in a minute, but first I want to say I love that it’s an oxymoron. You know, “Pretty Ugly,” like “jumbo shrimp,” which in the shower this morning I decided that Jumbo Shrimp, if I were a DJ, would be my name. But Jumbo Shrimp digresses…
Coming back, so I love the oxymoron and a bit of a pun at the same time, because “pretty” obviously means pretty, attractive, but it also means “somewhat.” “Oh, it’s pretty ugly.” It’s not a good thing, right? So there’s “some”… and that “Pretty” in front of “Ugly,” it’s pretty clear… it’s pretty clear that it’s the “somewhat” use. So a lot of good, linguistic richness, which makes the name really, really work. Okay, the other thing is that it is absolutely a communication of their concept, because Pretty Ugly salsas are made by rescuing fruits and vegetables that aren’t attractive enough to be sold at retail. So they don’t go to waste, they’re turned into salsa. Fabulous!
So if we put it through the TRUE analysis, T, is it a Transparent communication? Totally, because of what I just said, the concept is taking ugly and making it pretty by putting it to use. Okay, does it have the, like, Real feels kind of thing that we represent with the letter R? Eh… somewhat. Pretty good, somewhat, but we’re gonna give it an X, because when we come to the other two, it’s a resounding yes. Is it U, Unique? Very much so! And is it E, Engaging? Yeah, because you’re like, “Pretty Ugly? What is that?” You lean in to learn more, which is what a great name does. So it’s got three definite yeses and one, eh, a little bit. It’s a pretty awesome name, in my analysis. Let me know what you think. Thanks. Bye!