If your name is different for the sake of being different, then it’s likely doomed. The most powerful names are those that best support the brand positioning, no matter what. Depending on the circumstances, a name might be “extreme” or it might not. If your name is trying too hard to be different just in order to stand out, it won’t. It will blend in with all the other names that are also trying too hard, and failing, to stand out.
In good company
That is a long-held tenet in Zinzin’s naming manifesto. That’s why we were thrilled to see Lana Tlemat’s March 2023 article in Fast Company. It’s called “What do Lyft and Krispy Kreme have in common? This– and consumers hate it. Here’s a hint: Tumblr is another one.”
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