‘Tis Thy Good Name
Shakespeare really understood something about names and their delicate value. He highlights here in Othello the power of a good name and the tragedy of it's loss. Brand's are not much different. A brand's name is the verbal moniker for it's reputation, and a good one is hard to come about and to protect. It only comes through a company consistently delivering on it's promise to customers. Do that, and the company will have a "jewel of their soul" that enriches forever. Do it not, and they shall be "poor indeed".
Look at companies like Apple, Zappos, Southwest, or Chick-fil-A. There is nothing magical about the ideation, construction, or verbal cadence with these literal words. Yes, they are great names, but I would suggest that years and years of consistently delivering remarkable experiences with remarkable products for their customers has resulted in that delightful feeling in our gut we all have about those brands. That's what brands need. Not new logos or websites (which do help with the right strategy). Comcast isn't fooling anyone with their new name Xfinity (Blah!). They will have the same dreadful service as always. Ally bank on the other hand (formerly GMAC) got it right. With a horrible reputation they shifted their perspective to their customers and committed to fixing the problem then reflected this change with it's new name "Ally".
Brands that thrive are brands that consistently & coherently deliver on their promise and protect their good name. Even the good book knew this truth…
"A good name is rather to be chosen than great riches." -Proverbs 22:1
4 Comments
"I absolutely love that you talk so much about customer interaction on this blog. There are so many companies out there that don't put themselves in their customers shoes before creating organizational processes. It's always an after thought.
I am a big fan of the attention to detail in the work that you have shown off on this site. Thanks for sharing."
- Scott Reyes
"What came first the beloved brand name or the beloved brand? Great question Blake.
There is actually a fun coincidence (and maybe not a coincidence but a truth) in the shining examples you picked.
If you look at Apple, Zappos, Chick-fil-A, and Ally (Southwest might be the only outsider), The dominate sound in their names is an open vowel sound. Aaaaaapple. Zaaaaaaappos, Chick-fil-Aaaaaaa, Aaaaaaaaally. I think you get the point.
This open vowel sound actually helps to paint a visual picture for the speaker. Open vowels point to open horizons, endless possibilities, expanding opportunities.
Not look at Xfinity. They clearly are reaching for the future with the use of an X (similar to using a V or Z - all 3 are vibrating consonants that sound attacking and metallic). But when you speak that word X-Fin-I-Tee. It's choppy and closed. It doesn't start open or close open like the other great examples you showed.
It's fun to look at the names of brands you love and see how often this little open vowel trick shines through.
The prosody of our language is where all the meaning comes in. Even before you understand a brand it's name is working on you.
Nice job Blake."
- Matt Bunk
"Great example. The way I used "it's" in the last line of my post instead of "its" tells you I'm an idiot. Words are fun."
- Matt Bunk
"Thanks for the kind words Scott. Great thoughts as well Matt. That is an interesting observation about the open vowels. What a great coincidence that I choose those examples!"
- Blake Howard