When we’re trying to use language to support a brand, an important tool in our arsenal is building name families, like Apple’s use of the i + Product construction.
Names That Build Brands
Check out this #tellthetruths video about name families, which is also referred to as nomenclature, for more background and a GREAT example in the water category.
This video was originally appeared in LinkedIn
If you enjoyed this video, check out:
The Easiest Way To Name Your Brand
How To Completely Screw Up a Brand Name
What Makes A Brand Collaboration Work?
TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue and this video is about names that build brands. So when we’ve talked about sort of groups of names, families of names before it’s been more like one approach to naming to tie a brand together. Like Apple does it in a bunch of different ways. One of the best, most noticeable is i/Product: iPad, iPod, iMac, iCloud. And another example that I turn to all the time because we all just get it, is McDonald’s. They’ve got McFood, they’ve got McChicken, McMuffin, McFlurry, McRib.
And so that’s normally how we think of these families of names that help to lift up a brand and really make the brand’s whole world with language. But I’ve been so fascinated with the brand Liquid Death, I’ve talked about them before, great brand name and really great positioning and marketing all tying together to pay it off.
And I recently realized that their flavor names for specific beverages are that way too. Not so much in a word construction like i or Mc, but in this ridiculous, gothic like sensibility that drives the brand. So some great examples. They’ve got a brand, a flavor that’s, you know, citrusy called Severed Lime. They’ve got something called Rest in Peach. And when they did an Arnold Palmer, you know, a lemonade and iced tea, they named it Armless Palmer. And then they got sued by the estate and they changed it to Dead Billionaire. I mean, they don’t all sound the same, but they all feel the same. They all pay off the positioning, they all build the brand. And I thought it was a great example to share with you guys. Thanks. Bye!
