It's Raining 3000+ Messages a Day!
I have a friend. Let's call him Eugene. Partly because that's his real name. Eugene positions himself as a pitch manager. Very effectively, he shows CEOs and executives (who make pitches for new and existing business) how they can use simple steps to get a powerful presentation across.
Doesn't your brain go nuts wanting to ask what is the significance of 13 boxes? That's the new brand name of Eugene's company. Can you see that immediately catching your attention? The brain is dying to know the significance of this strange sounding set of words. And it won't let go till it gets an answer!
Here's another example of vivid psychological branding called KeyGhost. KeyGhost is a powerful but simplistic device that monitors every keystroke on your keyboard. This spy-like product evades the scrutiny of the unobservant eye. A name like KeyGhost immediately ruffles the brain forcing it to stop what it's doing. Then it drives all its attention in the direction of this unusual sounding product.
A trigger called Curiosity! Curiosity sounds a deafening red alert in every neuron of the brain. The brain is at its curious best when faced with something that seems irregular or uncommon in some way.
Hey it happens! You inherited the brand name and there's not much you can do with it without the shareholders going for your jugular. Well don't fret. First you've got to realise that branding is not restricted to just your company name. A process/product that your company has or follows could become bigger than the company itself.
With Eugene, his process was sitting under his nose all along. In the case of 13 Boxes, it's quite easy to draw up a dramatic scenario of how 13 boxes can get you out of your â€˜box' and give you immense confidence in your presentation skills. In his case, though, the process actually defined the company.
One Red Dog, The Loaded Hog and other such names flout the basic principles of process and logic. Yet they seem to work powerful imagery on the brand name. It's the story that goes with it that creates a sense of immortality and distinctiveness around the brand.
Don't just Mona Lisa your brand. Put some Shakespeare in it as well. Push the limits of your brand name and make it an action tool. For example, 13 boxes could be presented as 13 different boxes placed on a CEO's desk. Can you visualise the curiosity factor? What if the boxes were different shapes and different colours? Can you see the website name? The t-shirt design? The ad on TV? Can you see how extendable a picturesque brand name can be?