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You won't forget my name, n.7
The seventh edition of the sporadic selection of brilliant naming cases.
Following up on the previous post of this series, we bring here a curation of new and established brands that have recently caught our attention. Their names deviate from traditional naming and open the way to new possibilities when it comes to brand names. Understanding why a name is strong is key to creating our own — we hope this list will serve as a resource for you too.
Brand names are verbal extracts of what the brand actually is. In some cases, it's worth the risk of venturing out with a complex pick.
Below are listed brands with names composed of sentences, including subjects, verbs, objects, and additional information. It's worth noting that the "You won't forget my name" series is a prime example of this naming convention, as it shifts from the more concise approach to naming by adopting commonly-used words in a unique way.
As with any bold branding decision, there are potential risks, with confusion and errors being the most significant. For instance, it can be difficult to locate the brand using a search engine, particularly if it consists of a sentence. With physical locations, there's even more at stake. If the brand's name is effective, it should mitigate the risks through mixed strategies, such as using acronyms and optimizing SEO.
More importantly, the choice must be made considering a name that not only introduces the brand but also piques the curiosity and interest about it. A well-crafted name can reduce threats while establishing a connection with the target audience. Therefore, it is essential to consider the brand's purpose and values while selecting a name that is memorable, distinctive, and easy to understand.
Like an eccentric flavor, complex names may work better for niche brands with an engaged and devoted audience. Without further ado, here is the selection:
1. Do Not Feed Alligators, also referred to as DNFA
This is a cafe that recently opened on Bleeker Street, in New York, the result of the work of Swiss photographer David Shama. The chances of visiting the place and having David take your order himself are high. Again, you can be bolder if the engagement is active. The café bears the same name as the monographic book the photographer published, documenting a journey through deeper regions of the southern United States.
The name instigates curiosity and praises the heritage of the brand, and it may attract customers who are looking for a unique coffee experience. It's certainly memorable and creates a distinctive atmosphere for the coffee shop, even if it may not be the most practical choice in terms of accurately conveying the type of business it is. As it is not a name linked to a specific industry but to a niche audience, the potential for expanding to other activities is vast.
To quote The Luxury Strategy by Jean-Noël Kapferer and Vincent Bastien, mentioned in the Library n.2 post:
"Identity is not something that can be bolted on: it is nurtured from the brand’s roots, its heritage, everything that gives it its unique authority and legitimacy in a specific territory of values and benefits. It translates its DNA, the genes of the brand. It also integrates its know-how and semiotic invariables: by which tangible, palpable elements is it recognized, both in the products and in the shops, in the staging or the advertising and communications. The brand is also intangible (...) and storytelling is its mode of expression."
2. Tu es mon Tresor, also referred to as TEMT
Tu es mon Tresor is an excellent example not only of the name but of all the brand vocabulary. With the name as a beacon of meaning, the tone is set wonderfully by the copywriting. From an excerpt taken from the about page, notice how the highlighted words seem to be part of a very well-tough orchestra:
"We are inspired by real women and her real wardrobe. We translate the magic of dressing up in the bedroom; its personal and intimate approach in creating an alternative space for the feminine denim within the high fashion context. Concise yet eclectic collection of denim embodies a vintage aesthetic, yet impeccably tailored for a modern fit. Its classic silhouettes are easy to wear and encourages individual instincts."
Note that Tresor, the most solemn word in the name, is connected by the idea of "personal" and "intimate"; something that is guarded with care and affection. What makes this treasure special? It's "magical" it's "encouraging", and it's got history (it has a "vintage" aesthetic). Finally, the emphasis on the recipient, which is the treasure in fact, is emphasized on the "individual instincts".
The reasoning behind the product names for the jeans aligns with our belief in their potential for differentiation. At the studio, we recognize how crucial it is to expand the naming strategy in a consistent way. For this particular brand, each style of jeans is named after a precious gem, supporting the notion of treasure.
3. Okay to Rest, also referred to as OTR
Okay to Rest is a Canadian leisurewear brand established in 2020, which can be initially mistaken for something of a tack due to its unassuming appearance. However, founder Claire Hacker's sharp vision guides the brand towards straightforward authenticity and savviness.
Amidst the avalanche of sweatpants that took over the market during the quarantine period, the brand stood out for its clever interpretation of vintage elements, using captivating slogans and imagery. Their apparel and accessories inspire a subtle sense of positivity in wearers and those around them, elevating everyday moments.
This is why the name resonates so well — it's uncomplicated, unbiased, harmonious, and not imposing. Often abbreviated as OTR, Okay to Rest encourages everyone to break free and go beyond the idea of a mechanical routine.
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