What's in a name? There are loads of brands which are hampered by lousy names but a bad name doesn't necessarily translate to a failed brand. A brand can grow a strong presence with a smart communications strategy that resonates with people. But a brand name can carry emotional baggage. This week, with all the news analysis of the U.S. government shutting down, I wondered if Obamacare might have gone through had it not been branded so personally.
Obama has had such an impressive communications team and an inclusive, aspirational hook to his presidency. Would the healthcare plan have gone through more smoothly if it had been branded less as a personal vanity plate, with a more inclusive, for-the-people name? Just wondering.
Brenda van Ginkel
Every great brand that's making a difference to people or the planet deserves to stand out and be noticed. I write about creative direction and brand strategy for entrepreneurs and those supporting them, packaging concepts with messaging for growth and audience engagement in a crowded, noisy digital space.