For everyone who frets about the naming of their brand - I give you: Lurpak.
No attempt to add French chef-iness and transform it to L'Urpak. Nope, just Lurpak.
If the soviet system had paused from their five-year plans, lightbulb manufacture and collective farms long enough to have a stab at naming butter, they might have called it Lurpak.
Ugly name - but now invested with beautiful meaningfulness.
Just watch their slots on the telly, or great print ads.
Proud, didactic, confident tone-of-voice, raised just that modicum above the consumer so that it avoids aloofness, yet insists on trust. And the consistent adherence to a strong, simple idea. Simple, but big enough to give consistent use, time and time again.
No celebrities, just 'real' (blokey) home cooks. Drama in the imagery gives us a strong narrative - home-cooking is self-satisfying performance art.
Emotion-packed: no features and benefits, just a dart - fired straight to the bullseye of 'this is how you're going to FEEL'.
Boom. Triumph indeed.
Sure, if you're building your brand from scratch, give the 'naming' a lot of creative thought - in those early stages we often have so few toots to blow on our brand-trumpets, a strong, meaningful name can deliver a fugue for us.
But if you've stuck with a name that's as unhelpful as a London traffic warden - don't let it stop you from filling your brand with delicious meaning.
Just whip your ideas into soft peaks and bake at 180 degrees until golden.
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