It sounds like it might suck, but actually, upon analysis, it’s quite charming and disarming. Check out this #tellthetruths video to learn why we think this name is surprisingly effective, though you would think that referring to “chub” would be the kiss of death for a fashion brand. And be sure to let us know what you think!
Does This Name Suck? CHUBBIES
(Many thanks to Eduardo Perez who suggested we take a look at this name!)
This video originally appeared in LinkedIn
If you enjoyed this video, check out:
Does This Name Suck? SOFT SURROUNDINGS
Does This Name Suck? ORANGE THEORY
TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue and today we’re going to talk about the brand Chubbies. Does this name suck? So many thanks to Eduardo Perez who suggested that I take a look at this brand.
I had never heard of them but when I got his little note last night I said, “All right, let’s find out who they are.” And it’s a really charming brand. It’s men’s shorts and they’re very anti-fashion. They’re all about celebrating relaxation. In fact, their tagline is that they’re the, oh shoot, now I’m going to mangle it. The official sponsor, the official brand, something like that, of Friday at 5:00 PM. That’s the mood they’re going for and because they’re anti-fashion in their positioning, a lot of their models are kind of hard bodies with six packs, but not all of them. There’s some really charming, refreshing, let’s just say shirtless dad bods in their website, which is great. It’s real life, you know?
And so if we put this name through our BrandTrue analysis, we’ll start with the T, is it Transparent communication? I think it IS a transparent communication when you say Chubbies. Not necessarily of exactly what you’re selling but exactly what your positioning is that it’s not about perfection and artifice and fashion but it’s about lifestyle and comfort. I think that that comes across. So, R is it Real? Is there authenticity in the brand? In spades! You know, they are who they say they are! And then, is this name Unique? I would say so! To call a brand Chubbies, that’s clothing, it’s pretty cute and engaging.
And then E. Is it engaging? Yes, obviously very much so! They’re just really fun and I was analyzing the name and I think this might have turned into an ad where I’m like “go buy Chubbies shorts!” because they’re the cutest people and they look like they’re very comfortable shorts. Not too long, not down to the knee. (Men of a certain age, they don’t look good in a short down to the knee. That’s all I’m saying.) Let me know what you think. Bye!
