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Hello guys
Please help me get 11 likes.
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Wait, what?
I for one love the brand name 212 characters long!
I love the not so subtle callout. Like there are 6 other 212 characters named person going “Are they talking about ME?”
Embrace it. There has to be a reason he loves it. Go with it. He’s not going to change until he feels a good amount of pain around the length of this name. He may have also been through a naming process or two in the past and those can be painful. I can see why someone might not want to change.
Is he also not open to acronyms? For one client I did that and in marketing materials such as brochures I put the actual name in fine print at the bottom.
If the short term goal is to improve how they appear on digital platforms, start by referring to it as a digital alias, not a rebrand. Chalk it up to character count limitations beyond your control. Once you get buy in there, use consistency as reasoning towards the longer term goal of an official rename.
Throughout all of it, advocate for how this impacts the customer.
Share some high level best in class examples of
naming to set up what success looks like/best case scenarios. I’m sure you can also find some easy info on how name recognition drives successful brands.
Then to make your case, show the name in-situation, in multiple formats to visual explain where it breaks. Online, on shelf, on merch, on uniform, as a handle, etc. etc. and you can then explore a comparison to best in class and the 200-character present naming. Will they need to use an abbreviation on a handle? On uniform? Does that cause confusion/fragmentation? What does that look like compared to the best in category competitor? Do they abbreviate? Have multiple versions of their mark? Maybe you could pitch other solutions like a symbol to help with the naming. whatever helps build your case for why or why not to explore alts to help build a stronger and more recognized brand.
I’m sorry but this may be the funniest earnest post i’ve seen in a while.
Fr😂
Is your client that village in Wales with the insanely long name? Oh wait, that would only get us about a quarter of the way to 212. I'm kind of fascinated by the idea that someone would be stubborn about something like that. Maybe you should write a jingle that's the name and if you can get everybody to sing it you'll win.
“We’re not on X/twitter because our company name is longer than tweets themselves!”
The funny company with the fantastically long name!
If you think our name is longer than tweets, you should see our ______
One of my more memorable challenges at my first agency was for our client Guest Quarters Suite Hotels, which had just opened a property in coastal New Jersey. The assignment was a “shore tow“ copy for an aerial banner towed by an airplane for beachgoers to see. Due to aerodynamics, there was a strict limit of 30 characters, including spaces...and the client insisted on using their *full* brand name — which whittled the options down to exactly one: "Go Guest Quarters Suite Hotels".
The first job I had was for a home service company that had their brand name and listed out every single service they provided as their official name because I thought that would help them with seo I had to constantly shorten it and try to come up with workaround cause I wouldn’t get rid of any of those services in their name But yeah, I couldn’t like put that on a social media profile way too long of a username