Spoiler alert: yeah, it kinda does.
Does This Name Suck? YUP!
Check out this tellthetruths video to learn why Rebeca says so and hear her say the word “kludgey” like it’s no big deal.
This video originally appeared in LinkedIn
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TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue, and I’m going to do another one of our, “Does This Brand Suck?” videos. This one is on the brand “Stellantis.” So this was the name given to a new entity created when Fiat Chrysler and Peugeot merged. And I’m not crazy about it.
Let’s apply our framework. The first thing we ask ourselves is the T of the TRUE framework, is it a Transparent communication? And it isn’t in any way. It doesn’t say auto in any way. It doesn’t point to any of the equities, so I give it an X for T. Now for R, this is where we’re looking at Really Reals any kind of authenticity around the history of the brand, or creating any sort of sincere authentic emotion. And it’s a no, as well. They walked away from any equities. I mean, when you think about it, Fiat Chrysler was a name born from a merger where they kept equities of at least two of the big brands in the portfolio. This time, granted it was getting to be a lot, but still, they walked away from all of them, so… Is it Unique? Yes, it is unique. Stellantis sounds like a tobacco company trying to pretend that they don’t sell evil products, or a pharmaceutical company. The last thing it sounds like is an auto company. So I guess that makes it unique, but is it Engaging in that uniqueness? For me, it isn’t. I find Stellantis sort of kind of kluedgy and pharmaceutical company-sounding, doesn’t really connect to anything. So it’s not memorable, it’s not cute. There’s no way for it to stick in the mind. It’s landing on the suck side of the fence for me. What do you guys think? Let me know. Thanks. Bye!
