No judgement! A lot of very smart people come to us saying that they want help with brand architecture, but what they’re really looking for is help with their portfolio strategy.
A Name Can’t Be ALL The Things
A name can’t be all things. That’s important to keep in mind when selecting among different brand name options. The idea we share in this #tellthetruths video is that names, being such small pieces of communication, can seldom convey everything you want to say. And that’s okay!
Does This Name Suck? Meh
What do YOU think of the name of this popular fitness studio brand, Orange Theory?
Bright Red Thread
We mostly talk about naming around here, but we do a good bit of Brand Architecture work, too, so I thought it would be fun to share a simple principle of brand architecture.
Who Needs Dot Com?
This might blow your mind but as a namer, I don’t feel that the availability of a name’s .com URL is a make or break factor. There are lots of good reasons why a name might still be a good option for you, even if the .com isn’t available.
Does This Name Suck? A little…
I really wanted to run the T.R.U.E. analysis on the Goop brand and… well, you’re just going to have to watch this #tellthetruths video to see what I think about whether or not this brand name sucks.
WHEN IT’S TIME FOR A CHANGE
This video is about the need for brands to act quickly if circumstances are forcing them to change their names. Name changes shouldn’t be undertaken lightly, of course. But when BAD THINGS happen, brands are more likely to drag their feet then act quickly and that just makes a lousy situation even worse.
Audience Participation
We post a lot of content here and lots of times we’re sharing great ideas we’ve gotten from YOU. We’re very grateful and this time we’re asking for it. Can you help? Do you have any ideas we could share?
This Name Is Bull!
And that’s a good thing. Check out this #tellthetruths video about the brand name Red Bull and why we think it works so hard. (Hint: one part of the answer lies in the visual reinforcement of vigor in the logo.)
