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News, views and trends...from the worlds of Branding and Naming.

Positioning Embedded in the Brand Name

15 Nov 2012

I’m not a huge fan of trends or making bold predictions, but let’s just say that I’ve noticed a recent pattern whereby firms are embedding a brand idea or positioning into the brand name.

Allow me to explain: Incredible India, Your Singapore, The Bold Look of Kohler, Live Happilly (Illy Coffee) are great examples of this.

This novel approach can reframe the customer’s perspective of the brand since the name has, in effect changed (while actually staying the same).

POSTED BY: want | IN: Blog
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