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
It’s not enough to just “produce” products for “consumers” to consume. You need to foster engagement with your audience. Live in the big world and be a part of it, treat individuals with consideration, and be open, transparent and helpful. … »»»
What feelings do you want your target audience to associate with your company or product? Do you want them feel that they are creative, “outside the box” individualists (Apple)? Part of a large, connected tribe (Facebook)? Empowered to push themselves … »»»
One issue to resolve when looking at a product naming strategy is when and to what extent does it make sense to engage in ingredient branding – naming individual technology components, such as GM’s “OnStar” navigation system, or PCs with … »»»
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 … »»»
Keep your names, messaging and language real. Don’t talk down to people. Don’t insult the intelligence of your customers by condescending to them. Be real, genuine, honest, transparent, helpful, understanding, and authentic — you can’t fake it, and you can’t … »»»