In this #tellthetruths video, Rebeca talks about what it means for a name or an idea to be “salient.” We love a clever name, a punny name, a smart name. But we can’t abide a confusing or difficult name.
Brand Names Need To Be An Easy “Get”
So if people have to think too hard to get the idea behind your name, trust us, it’s not cute.
This video originally appeared in LinkedIn
If you enjoyed this video, check out:
Can We Save a Word That Sucks?
How To Make Your Brand Names More Memorable
TRANSCRIPT:
Hey, guys, it’s Rebeca with BrandTrue, and I want to talk to you about this concept of salience, like, mental availability in naming. So this came to me… I was recently stuck for many hours at the Salt Lake City Airport, and I saw in quick succession two different business names, and it got me thinking about this.
So the first one was At Ease, which is like a leisure and sportswear company, and it’s such a good name, At Ease. You understand. You get it immediately. And just, I don’t know, a minute or two later, I saw a little café called Beans and Brews. And it’s not as good a name. And I got to thinking about it. And it’s because beans, when you hear beans, you think beans, like Boston baked beans, like the musical fruit, you think that first, and you don’t think coffee beans.
So you don’t get coffee and brew without… you get it, but you don’t get it like that. You don’t get it without a little extra. And so as much as I love puns, they need to be a get, they need to be salient. And that’s the thought for you, that if people have to work too hard, then it’s not cute. It’s not cute. Let me know what you think.Bye!
