The word "consumer," meant to describe your audience or the people who buy your products, is demeaning and should be banished. In the old days it made sense: you put out a product, advertised it, and then the "consumers" would come along, shell out their money, and consume your product. Today, the pool of people who mindlessly "consume" brands is ever shrinking. With so much competition, people expect a deeper emotional connection and dialog with brands. Ignore this at your peril.
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
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 … »»»
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 … »»»
When creating a brand name or any collateral messaging, avoid vacant, overused words like “solutions.” A quick web search will confirm that you can find a solution for nearly every problem, except perhaps for the problem of having too many … »»»
Invented names made from morphemic mashups are often praised for being “completely unique, unlike anything else that is out there.” While this might be technically true, such names are only unique in the same way that every snowflake is unique; … »»»
We live in a culture with so many signals coming at us so quickly, that most messages, including brand names, just get buried in the avalanche of tweets, calls to action, toll-free numbers, friend requests, dinner conversations, infomercials, podcasts, IMs, … »»»