This video smells delicious!!!
Flavor vs. Aroma
In this #tellthetruths video, Rebeca creates a metaphor of flavor vs. aroma to help us think about the different ways that brand names can communicate. It sounds strange, but it makes sense. Check it out and then let us know what you think.
This video originally appeared in LinkedIn.
If you enjoyed this video, check out:
Repositioning vs. Rebranding vs. Renaming
Should Your Name Be Sizzle Or Steak?
TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue and this video is about flavor versus aroma in naming. What do I mean? It’s a metaphor. Okay, so we talk about the attributes of names sometimes, and since I like metaphors, it occurred to me that some names that are more concrete, they’re more transparent (we talk about that in our framework) those are names that have flavor. You can chew on them. They’re straightforward. They’re things like a blind company named Three Day Blinds. You know what you’re getting.
Other names are more evocative. They make you feel something. They hint at something. Those are names that have aroma. You get a little whiff and you say =sniffs= “Ooh” and you lean in and you want to learn more. And there’s a million names out there in both camps. The one that just popped into my head so much, thinking about aroma, is Supreme, which is you know, sneakers and streetwear. Like you don’t know anything about what it is, but you feel something. It draws you in.
And then of course, sometimes names do manage to be both. That’s always great when they are and the example that came to me of that is there’s a baking company and they make flours and things like that called Wholesome because they’re healthier products and I think that calling that kind of company Wholesome, you feel something, but it’s also, there’s flavor. It’s telling you what their positioning is, as well.
So a name doesn’t have to do both. It’s pretty great when it does, but it can be a helpful way to evaluate them. Hmm, does this name, can you bite into it and totally know what you’re getting? Or is it more pulling you in with an aroma? That’s what I think. Let me know what you think. Thanks. Bye!
