In savage economic times, a company’s bottom line is on the line. External factors beyond a company’s control affect its performance, including customer buying habits. However, one thing that is within a company’s control is branding. And we’ve noticed that more and more top brass realize how important it is to get branding right. Usually, it all starts with a great name.
So, in naming, how does a company stay competitive and connected with customers in an economic environment that seems so unreal?
The answer, it seems to many, is to “get real” — really real, as in using the word “real” in a company name to communicate authenticity, which leaves Zinzin reeling. As we see it, to be truly authentic, a brand name must demonstrate, not explain its realness.
Check out this very real naming trend we call the “Get Real” movement and why it’s really gotta go.
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