What do YOU think of the name of this popular fitness studio brand, Orange Theory? Check out this #tellthetruths video where I put it through the TRUE framework and conclude (spoiler alert!) that it’s just kinda meh.
Does This Name Suck? ORANGE THEORY
This video originally appeared in LinkedIn
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Does This Name Suck? FLYING PIG MARATHON
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TRANSCRIPT:
– Hey guys, it’s Rebeca with BrandTrue and we’re going to take a look at the brand Orange Theory today. Does this brand name suck? (Thank you to Jeff Poole for recommending that we look at this.) And the answer is, well, it doesn’t suck, but it’s not the greatest.
Let’s apply our TRUE framework to it. So, the first thing T, is it a Transparent communication of what’s on offer? Not really. So, why they call it Orange Theory is because they’re going for kind of like the orange zone of exertion, not red, too high, but not, I don’t know what… yellow, green, not working at all. So, that’s where the name came from, but is it transparent if you don’t know that? If you’re not in the fold? You have no idea. Orange theory… is that, you know, is that citrus? Like it doesn’t, no.
So, then the second one, R, is it Real? I guess so, because of what I just explained, it’s their framework, but it’s… yes, yes. We’ll give them a yes on that. So, then the next one U, is it Unique? Yes, it’s unique. It’s definitely differentiating versus other fitness chains. And then the last one E, is it engaging? That’s where I’ve got to say. I don’t think so. There is a little bit of visual reinforcement, which I guess is engaging because their brand color is orange. And so… all right.
But I think Orange Theory, it doesn’t sound fun. I don’t connect it to fitness enough to remember it. For me, it doesn’t suck, but it’s pretty close to sucking. So, let me know what you think. I always love to hear. And bye!
