Every brand needs a story to tell and pass on, so here’s the fifth of our ten pointers to help you tell yours.
5 – Start the story with the name
A great place to start a story is with a name. Give your name some character. What is the story behind it? There’s nothing wrong with encouraging a bit of myth and legend either. That’s the job of advertising and PR after all.
When I was at school in the 1980s a rumour circulated that sports brand Adidas stood for All Day I Dream About Sex. Of course it was just a story. The name actually comes from the founder Adi Dasler, a German running shoe pioneer. No-one can be sure of the origin of the myth but at the time it was great playground currency and Adidas was the essential brand to be seen with.
Leading hairbrush brand Denman International had a problem outside the UK with its grooming brand Pashana. There was demand for the products but another brand had rights to a similar name. The answer was to create and register a new trade mark for overseas markets. The new name comes from the company founder ‘Jack Dean’ and the brand story has been inspired by his travels around the world during the 1930s.
Come back soon for part 6 – Your name online…
