The thing about bad brand names is that sometimes great brands have them. How can they succeed anyway? Check out this short #tellthetruths video about Chobani’s name (spoiler alert: it sucks!) and you’ll see why Rebeca thinks the brand managed to succeed, despite it.
Does This Name Suck: CHOBANI
(Not that we recommend trying this at home!)
This video originally appeared in LinkedIn
If you enjoyed this video, please watch:
Does This Name Suck? BANANA REPUBLIC
Transcript:
Hey guys, it’s Rebeca with BrandTrue. Does this brand name suck, Chobani? Sadly, the answer is yes. It’s a wonderful brand, great products, really beautiful story of this company and how they treat their employees, and how they succeeded out of nowhere, but that brand name has not helped them, in my opinion. Why? Well, it doesn’t tell you anything about what it is, or not only in a straightforward way, but even in a metaphorical way, any kind of meaning that you might draw from it, Chobani. It’s not just a made-up word, it’s a made-up word that there’s nothing for you to grab onto. So that means that it’s not memorable, and in fact, I remember when this brand came out, I could never remember it. So, how I think that they succeeded is that they were one of a couple of companies that were bringing Greek yogurt onto the scene. People hadn’t really heard of Greek yogurt. I feel like the brand was Greek yogurt, and Chobani was kinda secondary, and that’s how they managed to get by with a brand name that didn’t do them any favors.
