Does the name Fluke Transportation suck? I’ll spoil the HIGH SUSPENSE right away by saying it doesn’t suck at all.
Does This Name Suck? FLUKE
This brand uses a family name that could have been a real liability and makes it sing with a great activation! Check it out!
This video originally appeared in LinkedIn
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TRANSCRIPT:
-Hey guys, it’s Rebeca with BrandTrue, and we’re here with another, “Does This Brand Name Suck?” We’re looking at a brand called Fluke. Fluke is kind of a negative word, so you might think that this brand name sucks, but actually it doesn’t at all. Let’s take it apart and I’ll explain why.
First of all, it’s the name of a transportation system, like a trucking company basically, and they have the most wonderful activation of this name, their slogan, their tagline is, “If it’s on time, it’s a Fluke,” which is adorable. So, if we go through the framework, T, is it a transparent communication of what they sell or how it makes the recipient feel? No, it’s a no on T. R, is it real? Actually yes, because Fluke is the family name of the founder, so there’s some real, authentic reason to be calling it that. U, is it unique? Oh yes, definitely. And then E, is it engaging? Yes, because of the way they’ve activated it, they’ve made it really engaging and fun, really memorable.
This brand name is awesome, it doesn’t suck at all. Let me know what you think. Oh, I almost forgot, thank you very much to P.J. Katien, my client, for telling me about this brand name. Bye!
