Clever Brands Have Risks And Rewards

March 6, 2018

Clever naming is a popular branding strategy. Slight misspells or changing pronunciation are tricks used to convey a brand theme – especially in crowded categories where the more common names are taken. However, you need to be careful your brand name does not get too clever.

Take this pack ‘tude. What’s your interpretation of what ‘tude stands for given this is a fresh apple juice that features different varieties of apples??

My guess is it’s short for ‘attitude’ and the goal of the brand was their target consumer has a bit of a ‘tude about their preference for a fresh juice. But that is me reading a lot into the brand!

Clever is good, but not at the cost of clarity.
Happy branding.