August 24, 2006
Branding: Trying To Be Cool
I recently read a great post on What's Your Brand Mantra about trying to be cool. Every naming company at one time or another wants to come up with cool brand names and it's very difficult to pinpoint what is cool at all.
You can't sound cool: On the other hand, don't think you can be cool by sounding like a cool brand. Wal-Mart seems to have a less than cool networking site that calls users "hubsters" (sounds like hipsters, get it?).
You cannot buy cool: I was surprised to read that McDonald's, a very good brand name, tried to buy into the rap scene by paying rappers to rap about their Big Mac. How uncool!
Coolness is authentic. A cool name, linked to an authentic brand selling stuff that is authentically cool is... yes ...cool.
My own thought about coolness, to paraphrase a famous quote about a cool band called the Grateful Dead:
You get cool by being the best at what you do... and being the only one who does it.
Robin Sharma goes so far as to say that even people are brands, so they might as well be cool brands.
TrackBack URL for this entry:
Listed below are links to weblogs that reference Branding: Trying To Be Cool:
» Links Du Jour 8-28-06 from Strategic Name Development Product Naming Blog
Heineken Wages Fierce Battle vs. New Rival – Itself - Looks like the new Heineken Premium Light brand is doing better than expected, but at the cost of its sister brand, Amstel Light. I was very pleased to see the Heineken Premium Light brand name in... [Read More]
Tracked on November 18, 2006 2:35 AM