BrandTrue

Brand Strategy | Differentiation | Naming

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Tell Me How You Really FEEL!

What Are Core Emotional Strategies?? And why might your brand need this concept???

Rebeca often talks about the ways that Brand Strategy tends to overcomplicate things. So in this #tellthetruths video she shares a concept she’s been noodling with — to try to boil down the emotional impact of a brand to one or two of the core emotions identified by therapists.

It’s a similar tool to using archetypes but one that she argues is a lot simpler and easier to use.

Check it out, then let us know what YOU think.

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How Non-Profits Benefit From Powerful Name Changes

You guys enjoyed talking about non-profit name changes previously, and there’s a lot of great work being done here, so we’re revisiting the topic.

Check out our latest #tellthetruths video to catch more intriguing examples of the ways in which non-profits are changing their names to be more emotional and convey a sense of urgency.

Then, be sure to let us know what YOU think, or share any other examples you might have.

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Fruity Names: A Peel-ing Or Over The Top?

We’ve recently noticed an explosion of branded produce – and given that they don’t typically have much packaging, the main way this branding shows up is by creating named brands, like the little citruses called “Cuties.” Check out this hashtag#tellthetruths video for some examples, but also, we’d really love to hear it if you’ve spotted any of these in the wilds of your local supermarket.

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When Mixed Messages Are A Good Thing

We usually treat mixed messages as a poor way of communicating. But brand names that contain a pinch of negativity, or even an idea opposite the one you’d expect, have been very popular for some time now. Why is that? Why do they work? Check out this #tellthetruths video to hear Rebeca’s unscientific (yet somehow also scientific) pet hypothesis on how this works. Then weigh in with your own theory!