We work on a lot of naming projects, and it is inordinately difficult to get right for all the reasons mentioned above—meaning, relevance, translate-ability. Bolt on the added complexity of subjectivity—whether people even like or respond to it or not – and you've got all sorts of issues.
A study by Nielsen reported that in the US, YouTube now reaches more 18-34 year olds than any TV network. This is a staggering fact which simply highlights the importance for brands to understand and use this platform appropriately.
Putting people at the heart of what a brand stands for seems to be a forgotten wisdom. Nonetheless some brands have unquestionably achieved this.
Here are a few examples of celebrities who have taken it a step further by starting their own business, not just lending out their face and name to a brand or asking for equity.
Based on some refreshingly clear values, the key difference with Ello is its rejection of companies targeting people as products through the commercialisation of their data. This value of privacy has grabbed the attention of the nation, so what can brands learn from this?
Audio design is quickly evolving. When an idea or concept is not well executed, the consequence can be costly.
With so much choice on offer, parents who are thinking of buying tech gadgets this Christmas will most likely buy from brands that can offer them expert advice whilst being reassured of the safety of the product.
With the average consumer spending a small fortune on Christmas Day, brands are keen to capitalise on this and provide the answer for weary shoppers seeking the perfect groceries and gifts.