In brief, yes it does.
Does This Name Suck: breef??
Check out this tellthetruths video for our long form analysis as to why, but to put it succinctly, the pun on “brief” doesn’t land.
This video originally appeared in LinkedIn.
If you enjoyed this video, check out:
Brand Names Need To Be An Easy “Get”
Does This Name Suck? Not one bit!
TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue, and today, we’re going to talk about one of those, Does This Name Suck? So, the name is breef. It’s an agency that helps clients find agencies. So, I have issues with this name. I’m not going to hide it, because I totally understand where it came from. I understand that central to the relationship between an agency and their client and to delivering the right work is to have a good, smart brief, B-R-I-E-F. So, I understand that’s why they named themselves breef, but I don’t think it works at all. If we use our BrandTrue framework, I think it’ll help us all to see why that is. So, the first element is T, is it a Transparent communication? Not really. It’s a transparent communication of the CONTEXT that we’re dealing in sort of creative work, advertising communications. Not so great: anything about like finding or matchmaking or connecting or optimizing those relationships. To me, it’s not T. Okay, R, Really Reals, real feels, any kind of emotional connection? No, not from me. I don’t think so. Okay, U, is it Unique? Yes, it is unique. Okay, and then E, is it Engaging? No, because I think that the pun they’re making with breef is not salient. That’s the thing I talk about a lot. I love names that are puns, typically, but you have to think about how like available, how top-of-mind that pun is. I think when you see, maybe when you hear it, but you’re more likely to see it first, and when you see breef spelled this way, I think of brief, excuse me, beef, like cow meat, and my colleague Madison was saying she thinks of reefs and ocean. It’s just not connecting. So, the pun isn’t landing, so no, I think this name sucks. Let me know what you think. Thanks. Bye!
