# Rethinking Marketing: How Unique Names Can Transform Your Brand
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Chapter 1: The Power of Names
The impact of a well-chosen name on branding can be astonishing. It alters perceptions for both creators and consumers. I recall the buzz around "influencer marketing"—a term that encapsulated the essence of individuals like Kendall Jenner and Hailey Bieber, who thrived on brand partnerships. However, as the landscape evolved, so did the terminology. The shift to "brand creator" or "content creator" signified a change in societal values.
This evolution led to new ventures:
- Kendall Jenner launched an alcohol brand.
- Hailey Bieber is developing a makeup line.
- Alicia Keys has collaborated with MasterClass to offer a songwriting course.
Words hold significant weight. To avoid stiff competition and better achieve your branding objectives, steer clear of overused buzzwords.
Section 1.1: Greater Good Change
Promoting innovations that benefit our planet can be challenging. For instance, despite the environmental advantages of bamboo toothbrushes, finding them locally often proves difficult, forcing consumers to shop online and incur shipping costs.
To drive behavioral changes, it’s crucial to provide compelling reasons. Take Germany, for example. The country’s commitment to renewable energy has taken on a new dimension: supporting Ukraine by reducing oil purchases from Russia. This shift facilitated a straightforward rebranding from "renewable energy" to "freedom energy."
Imagine how this rebranding might inspire individuals to opt for biking or public transit.
Formula: Old name + New intentions
Section 1.2: Luxury Pricing
Fashion Nova is notorious for its inflated prices, yet its copywriters excel at crafting product names that capture attention. Titles and headlines can significantly influence sales, so invest time in naming.
For instance, consider the contrast:
- Shein Bodycon Dress: "Solid Ruched"
- Fashion Nova Bodycon Dress: "Keep It Cash"
While some brands opt for straightforward descriptions, others, like Starbucks, have created a unique lexicon: "Grande," "Venti," and "Trenta." This clever naming strategy allows consumers to justify higher prices.
Formula: Unique title + Relevant keywords in the product description
Section 1.3: Acceptance
Names can make products more appealing. Consider these examples:
- "Junk food" becomes "fast food."
- "Cartilage of animals" transforms into "gummy bears."
- "Brisket waste" is rebranded as "burnt ends."
By crafting a positive branding experience, you can shift consumer perceptions. People feel guilty about indulging in "junk food" but relish the idea of "fast food." The terminology you choose can significantly alter how your offerings are perceived.
Rebranding negative terms with more palatable synonyms can change everything:
- "Juice" becomes "non-alcoholic beverage."
- "Death tax" is reframed as "estate tax."
- "Loans" are marketed as "buy now, pay later."
- "Motivational speaker" is now "mentor/coach."
- "Crypto" is referred to as "Web3."
By using more positive language, you can distance your brand from negative connotations.
Thank you for taking the time to read this article.
© Annie Wegner 2022-Present.
Hello! I’m Annie, a writer focusing on relationships and side hustles. For just $5/month or $50/year, you can access articles designed to help you achieve your financial and personal goals. Your membership supports my work. Unlock the content using this link.
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