4 ms·

It's so baffling to me, is there any research on whether a short name benefits marketing outreach or anything like that? I'd think a 4 letter gibberish name wou

It's so baffling to me, is there any research on whether a short name benefits marketing outreach or anything like that? I'd think a 4 letter gibberish name would put me off, if anything. I get if it's, like, "Mark" for some famous Mark, but if it was "ghfa", what's the point?

haunter 4y ago
>but if it was "ghfa", what's the point? You build your brand from the bottom up based on that handle alone. Totally possible and your example is actually pretty good, no weird letters either (x,q,y,z)
- shagie 4y ago
  From a recent Marketplace article: Liquid Death is an “entertainment machine” with a water brand attached - https://www.marketplace.org/2023/01/25/liquid-death-is-an-entertainment-machine-with-a-water-brand-attached/ https://www.marketplace.org/2023/01/25/liquid-death-is-an-en... > In 2017, Cessario, a longtime advertising creative who had previously worked on marketing campaigns for Netflix and Organic Valley, released a commercial for Liquid Death canned water. The product didn’t exist yet, but the commercial went viral. > “The video ended up getting millions of views,” he said. “The page had more followers than Aquafina within a few months, so I think we knew that we were onto something that could be really big.”
  - milsorgen 4y ago
    I have, over a two year period, been rather excitedly told about Liquid Death from the most surprising people. I mention a two year period because I don't recall anything else being presented to me as this new cool thing over such a long time frame. Something about that brand, in my experience, gets people to feel like 'they found something'. It really is quite interesting the reaction people have to it. Now what's also funny is that with one exception these half dozen people are never seen drinking LD later on. I guess I've just never seen such a powerful branding experience with the exception of maybe Gmail or Facebook way back when when they were seen as more exclusive services and people started finding out about them.
    - shagie 4y ago
      The interesting thing with them is that it is entirely brand (and they know it). Ryssdal: Who is your competition then? Because the beverage space — and now the nonalcoholic water space — is populated by ginormous companies. And for as much success you’re having, you ain’t it. Do you worry about the Cokes and the Pepsis, or you’re like, “Yeah, you do your thing and I’m gonna do mine”? Cessario: We don’t worry about that at all. Because the hardest thing — anybody can put water in a can, right? But that’s not why we’re successful. Ryssdal: OK, wait, so why are you successful? Cessario: Because we’ve built a really strong brand that has created legitimate fandom and obsession for the product. And that is something that Coke and Pepsi historically have been really bad at doing, which is why they acquire companies more so than they create viral brands or fandom on their own.
  - WilTimSon 4y ago
    That is an oddly depressing thing to me. Creating noise out of nothing with the sole intent to achieve popularity and gain. When so many others try hard to create a meaningful thing or improve an existing one, the easier choice seems to be to just try and "blow up" with the algorithms.
    - indrora 4y ago
      The music industry has been doing similar to their artists. Performers are expected to have a hit on social media before it can be released on Spotify, etc.
stonemetal12 4y ago
Initialisms tend to be a bunch of random letters, so can make good targets for multiple people. "ghfa" could be Git Hub something something.
EForEndeavour 4y ago
Good Health For All Good Habits and Fitness Association Global Health and Fitness Alliance Gourmet Hotdog Fanatics Association Gnarly Hops and Funky Ales

haunter 4y ago

>but if it was "ghfa", what's the point? You build your brand from the bottom up based on that handle alone. Totally possible and your example is actually pretty good, no weird letters either (x,q,y,z)

shagie 4y ago
From a recent Marketplace article: Liquid Death is an “entertainment machine” with a water brand attached - https://www.marketplace.org/2023/01/25/liquid-death-is-an-entertainment-machine-with-a-water-brand-attached/ https://www.marketplace.org/2023/01/25/liquid-death-is-an-en... > In 2017, Cessario, a longtime advertising creative who had previously worked on marketing campaigns for Netflix and Organic Valley, released a commercial for Liquid Death canned water. The product didn’t exist yet, but the commercial went viral. > “The video ended up getting millions of views,” he said. “The page had more followers than Aquafina within a few months, so I think we knew that we were onto something that could be really big.”
- milsorgen 4y ago
  I have, over a two year period, been rather excitedly told about Liquid Death from the most surprising people. I mention a two year period because I don't recall anything else being presented to me as this new cool thing over such a long time frame. Something about that brand, in my experience, gets people to feel like 'they found something'. It really is quite interesting the reaction people have to it. Now what's also funny is that with one exception these half dozen people are never seen drinking LD later on. I guess I've just never seen such a powerful branding experience with the exception of maybe Gmail or Facebook way back when when they were seen as more exclusive services and people started finding out about them.
  - shagie 4y ago
    The interesting thing with them is that it is entirely brand (and they know it). Ryssdal: Who is your competition then? Because the beverage space — and now the nonalcoholic water space — is populated by ginormous companies. And for as much success you’re having, you ain’t it. Do you worry about the Cokes and the Pepsis, or you’re like, “Yeah, you do your thing and I’m gonna do mine”? Cessario: We don’t worry about that at all. Because the hardest thing — anybody can put water in a can, right? But that’s not why we’re successful. Ryssdal: OK, wait, so why are you successful? Cessario: Because we’ve built a really strong brand that has created legitimate fandom and obsession for the product. And that is something that Coke and Pepsi historically have been really bad at doing, which is why they acquire companies more so than they create viral brands or fandom on their own.
- WilTimSon 4y ago
  That is an oddly depressing thing to me. Creating noise out of nothing with the sole intent to achieve popularity and gain. When so many others try hard to create a meaningful thing or improve an existing one, the easier choice seems to be to just try and "blow up" with the algorithms.
  - indrora 4y ago
    The music industry has been doing similar to their artists. Performers are expected to have a hit on social media before it can be released on Spotify, etc.

stonemetal12 4y ago

Initialisms tend to be a bunch of random letters, so can make good targets for multiple people. "ghfa" could be Git Hub something something.

EForEndeavour 4y ago

Good Health For All Good Habits and Fitness Association Global Health and Fitness Alliance Gourmet Hotdog Fanatics Association Gnarly Hops and Funky Ales