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Offending brands don't have a bright future

Browsing through the internet looking for a new desk lamp my attention got drawn to a series of slick design models produced by an intriguing company: Trizo 21. My first reaction was to ask “How can anyone pick such a name for a company?” but I immediately thought “They are probably involved in a charity program” and so, out of curiosity I immediately visited their website. I went through all the pages looking for some philanthropic actions but … absolutely nothing. I had to reach the bitter conclusion that the name Trizo 21 has been chosen as a deliberate & gratuitous provocation.

Every company wants to raise awareness, it’s a basic principle of business development. A smashing brand name can easily draw attention as it is the first thing customers come into contact with. But how far are you prepared to go to get noticed?

My answer would be “As far as you don’t hurt anyone’s feeling, especially those of people with disabilities”. Down's syndrome is not a benign condition and as a matter in fact affects 1 in 700 births. This is certainly not a subject that can be exploited to create a commercial buzz.

We have learned from the past: Offensive brands do not have a bright future. Take for example the clothing company FCUK. This company enjoyed a rebellious market positioning in the 90’s but had to revert to its full appellation in 2005 (French Connection UK) due to a growing controversy. More recently SurveyMonkey has rebranded itself as Momentive for the very same reasons.

Creating a great, catchy and evocative trademark is a tough job. If you are struggling to find the right name for your company or services, call me up! I have the right processes & unlimited creativity to come up with unique brand names that attract attention without offending your target market.


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