Just in time for the holidays, here’s a tellthetruths video that talks about Christmas lights and a brand name that had room to grow!
A Bright, Shiny Case Study
Check it out, then let us know what you think. AND HAPPY HOLIDAYS TO ALL!!!!
This video originally appeared in LinkedIn
If you enjoyed this video, check out:
Naming Using Emotional Benefits
The Beautiful Challenge of Naming
You Probably Shouldn’t Name Your Brand After Yourself
TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue and I want to share a bright, shiny case study today. It’s the case study of a small brand here in my town called Shine. So this is an example of making a name that has room to grow, which is a topic I’ve talked about before.
Usually I talk about it in the context of companies outgrowing their names. And classic examples are things like Boston Chicken. They had to change their name to Boston Market when they expanded their menu and it wasn’t great. Similarly, MailChimp was a wonderful mailing list services provider. They’ve since grown way past that. They had brand equity, which I talk about elsewhere, enough in the name that they kept it MailChimp, but it’s not entirely accurate. SurveyMonkey, another primate example of outgrowing your name.
So, Shine is completely different. I first noticed their pretty, red vans going around town. What a great emotional name for a window cleaning business! But recently, maybe a year or two ago, I realized that Shine, the people with the ladders and the vans and the relationships, what do they do in the winter? They hang Christmas lights! How brilliant is that? A name that had room to hold an analogous line of business that actually was counter-seasonal for them. Maybe they were brilliant. Maybe it was just lucky, but I love this example. Let know what you think. Thanks. Bye!
