It’s hard to read, hard to pronounce and there’s no link to their positioning, but other than that… There’s a lot to unpack in this pun-heavy brand name.
Does This Name Suck? Youthforia
Watch this #tellthetruths video and then tell me whether you think this name is showing youthful exuberance or just sucking.
This video originally appeared in LinkedIn.
If you enjoyed this video, chekc out:
Does This Name Suck: Honeylove???
TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue and we’re doing another, “Does This Name Suck?” Today we’re doing a makeup brand called Youthforia. So the issue that I have with this name is that it’s difficult to say, Youthforia. The “thf” is not the easiest thing, I think it made me spit. But it’s also difficult to read when you see it spelled out. You’re like, “What does that say? How am I going to say it?” So it’s conceptually hard and it’s also in the mouth hard.
And, in fact, their logo is kind of stacked. It says Youth and then Foria underneath, I think because they’re trying to break it up visually because of that problem. And I also do not love about it, that it’s not really connected to their positioning. So in their positioning, they talk about, it’s very clean makeup, you can sleep in it. They eventually start talking about the feeling of euphoria, but it feels like a reverse engineered kind of slap-on. It’s not what they’re mainly pushing, which is that it’s so good for your skin. It’s mostly skincare, you can sleep in it. So it’s a little bit of a hot mess. That said, puns are cute, puns are fun. I do think it has some memorability to it, so it doesn’t suck, but it’s suck-adjacent, in my opinion. Let me know what you think. Bye!
