Do you know where the brand Shinola got their name? It’s from a heritage shoe polish brand and an old, old saying, “You don’t know shit from Shinola.”
Firepoint
We’ve been holding this video back for a long time but we can finally scream from the rooftops about a product we gave a very fun name, the FirePoint Creator Tool!
Naming Is Power
We’re so intrigued by the idea that giving a concept a name gives it more power, and sometimes even brings it into our consciousness.
Does This Name Suck? YES!
Soft Surroundings: Does This Name Suck?
Well, we hate to be negative but yeah, we think it does! This name is for a women’s clothing and home decor brand and we just don’t find it aspirational or clear enough.
Does This Name Suck? NO
Does This Name Suck? Bombas.
Nah, it doesn’t suck, but they don’t exactly knock our socks off, either. They just barely make it across the suckiness threshold.
That’s Not Brand Architecture
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.
