I really wanted to run the T.R.U.E. analysis on the Goop brand and… well, you’re just going to have to watch this #tellthetruths video to see what I think about whether or not this brand name sucks.
Does This Name Suck? GOOP
This video originally appeared in LinkedIn
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TRANSCRIPT:
– Hey guys, it’s Rebeca with BrandTrue. And today we’re going to do “Does This Brand Name Suck?” on the brand name Goop. So, Goop is Gwyneth Paltrow’s lifestyle brand, and there’s a lot of controversy around this brand because they do some real hoo-ha made-up pseudoscience, medically unsound. We’re not going there, we’re just talking about the name.
So, I would say that this name actually sucks. And let me take you through the TRUE framework why I think that. So, the first part of the TRUE framework, “T”, is it a transparent communication of what’s being sold or how it makes people feel? Not really. Goop, I mean I guess some of what they sell are creams, which you could call goop, but it doesn’t really tell you what the brand’s about. So I give them a no on “T”. Okay, “R”, is it real, is there some element of authenticity or emotion, real feels, anything like that? A little, because its Gwyneth Paltrow, GP, but that’s not coming across very hard. So just a little, if anything.
Okay, so “U”, is it unique? It does sell a lot of creams, and there’s a sunscreen kind of skincare brand called Supergoop, so not that differentiated. And then finally, engaging, maybe, but only a little, right? I love a good short word, and Goop does have energy to it. Goop, like sounds pretty bright and fast, but it’s not really adorable, really cute. It doesn’t have a pun or anything that’s like really fun to say that could help you remember it. So it just kind of falls flat. I mean, there’s brand names that we talk about sometimes that suck with energy, suck badly, deeply, and sincerely. This only sucks a little, but it sucks. That’s what I think, what do you think? Let me know. Bye.
