When a successful brand has years of positive history and stories behind it, that is known as brand equity, which is something to be treasured and nurtured. But if a brand has been struggling, has grown tired, or has been damaged, its brand equity might better be described as baggage. If you have a successful brand in spite of a poor name, a new, powerful name can only help, and your customers will gladly follow your lead. But if your brand has fallen on hard times, then you have no real brand equity to worry about – you’ve got nothing to lose, and you’re free to reinvent the brand.
What is the Manifesto?
The Naming & Branding Manifesto is a live, ongoing exploration of Zinzin's philosophy of naming and branding, presented here with the latest Manifesto bites at the top.
Get the Manifesto PDF
On our Downloads page, you can get The Naming & Branding Manifesto PDF, which is in chronological order, or the standard naming guide, which includes The Manifesto.
5 Random Manifesti
For too many people and companies, a name is merely an identifier, a functional string of letters or numbers with little brand value. This is the baseline, primordial meaning and function of a name. As Wittgenstein puts it, “A name … »»»
The greatest brands are emotionally engaging, thought-provoking, absolutely original and tend to upend industries. They are not me-too wannabes, struggling to get a word in edgewise. Rather, they own the conversation in their market. This kind of dominance is what … »»»
We talk a lot about brand positioning and how important it is, so let’s define our terms. Simply put, the positioning of a brand is the set of core messages the brand demonstrates to the world, through tone, personality, emotion … »»»
Don’t be discouraged by the difficulty of securing a domain name, and don’t let domains dictate your choice of names. It’s far better to have a great brand name with a compound word modified domain than a weak name with … »»»
The lesson of snowflakes is to never confuse structural uniqueness – the “genetic code” of an individual name, its unique sequence of letters – with semantic uniqueness, its “uniqueness of meaning.” Any name has meaning on some level – witness … »»»