Chapter 35. Effective branding begins with the name

“Close-Up,” “Jiffy Lube,” “Rain Dance,” “The Medicine Shoppe,” “Irish Spring,” and “Puppy Chow”—all are great names that reflect the essence of the product or service. Close-Up captures the benefit of a sex-appeal toothpaste. Jiffy Lube wonderfully says “quick oil change.” Rain Dance vividly portrays the end result of a well-waxed car. The Medicine Shoppe states simply the nature of their business. Irish Spring brings imagery desirable for a deodorant soap. Puppy Chow clearly identifies the niche for which the brand was designed.

Good branding starts with the name—the representation of the brand, conjuring images, concepts, and experiences. The name is the foundation for these perceptions. Foundations ...

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