It’s usually a BAD thing when it’s not quite obvious how to pronounce a brand’s name. But there are exceptions. (See our video on Sur La Table’s brand name.) Glossier is another such exception. The insider knowledge around how to pronounce the brand name is a great reinforcer for the brand. We think this brand name does NOT suck.
Does This Name Suck? GLOSSIER
Check out this #tellthetruths video for more detail on how we come to this conclusion.
This video originally appeared in LinkedIn
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TRANSCRIPT:
Hey, guys, it’s Rebeca with BrandTrue, and today we’re going to talk about the brand Glossier, or is it pronounced Glossy-ER? That’s why we’re going to ask the question, does this brand name suck? So there is some confusion around the pronunciation. It’s actually Glossy-AY, but some of us were buying from the brand for a long time before we figured out that it wasn’t Glossier.
So, that’s why the question. Okay. So where the brand comes from is, it was a pretty popular beauty blog called Into the Gloss and they were really very sort of insider knowledge and kind of a cult status when they decided to bring out beauty and skincare products. Really the essence of the brand was still this sort of insider knowledge kind of ‘you’re in the club’ sort of feeling. And so therefore, having the pronunciation Glossier like dossier, secret information, and also you’ve got to know how to pronounce it. It just, it’s very, very reinforcing of that.
And if you’re an idiot and pronounce it Glossier, well, “Into The Gloss,” it’s makeup, it still works. So for that reason, I think the brand doesn’t suck. If we go through our framework: Is it a transparent communication? Kind of because it’s a beauty sort of a positioning, either way, whether you pronounce it right or not. Is it real? Yeah. It’s really connected to the story of the brand, where the brand is from, because of the blog. Is it unique? Definitely. And is it engaging? I think so. I think that it’s like… okay, my daughter saying “No Mom, it’s pronounced Glossier” was like a perfect brand reinforcing moment for her that she knew that. So I think it’s a great brand name. It’s also a great brand. Let me know what you think. Thanks. Bye!
