Pissing People Off Is NOT Good Branding!
Pissing People Off Is NOT Good Branding! Do people sending direct mail (snail mail) unsolicited junk expect a reply? Of course not. So why do people think you’re going to be guilted into answering their uninvited emails?
Does This Name Suck? Chubbies sounds like it might suck, but actually, upon analysis, it’s quite charming and disarming.
Spoiler alert: Moderna kicks Pfizer’s ass in this Battle of the Brands. I’m just referring to their brand names, of course!!
Should You Name Brands After People? You need to look at several factors, most notably where your brand equity flows from and what are your category conventions.
Today we’re diving a little more deeply into our process for creating names. This video unpacks the first and most important of the major steps in the naming process: setting the STRATEGY.
What does it take to build brand names? It’s a pretty involved process, but we think of it in terms of four main steps: STRATEGY, IDEATION, SELECTION AND CLEARING.
It’s usually a BAD thing when it’s not quite obvious how to pronounce a brand’s name. But there are exceptions. (See our video on Sur La Table’s brand name.) Glossier is another such exception. The insider knowledge around how to pronounce the brand name is a great reinforcer for the brand. We think this brand name does NOT suck.
My LinkedIn friends love a good “does this brand suck?” discussion so today we’re going to analyze the brand VRBO, as well as their decision to change their name to Vrbo. The change looks subtle when you read it but it’s a completely different pronunciation.
People love it when I trash a brand name (you guys are vicious!) and this is one that I give the thumbs down to. Check out this #tellthetruths video to see why this name just doesn’t ring my bell.
