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This is a board for anyone interested in the role that language plays in branding. We'll share great examples of brands that use copywriting, naming, and language in a way that really helps them delight consumers and build brand equity.
Love this label from Captain Morgan Black Spiced Rum. It's actually an inner label so the story appears as you drink through the bottle. Great use of storytelling to drive product consumption!
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Building a brand on the back of a pun is tough, so it will be interesting to see whether "Ron de Jeremy - the Adult Rum" will ever be more than a novelty. It might be a good start if the web site focused more on the rum itself rather than on Mr. Jeremy's status as #1 in "The Top 50 Porn Stars of All Time". The web site is worth a visit (don't worry - it's safe for work), but lines such as "like its namesake, Ron de Jeremy Spiced is full of flavor" are more than a little disturbing.
Here's a link to Chiltern Railways new comedy announcements that aim to make the Birmingham-London journey more enjoyable. In the words of Richard Preedy, the sitcom writer who penned the announcements, "we are hoping to bring out a little more of the staff's personality and humour via their day-to-day announcements and help cheer up the commuters along the way".
Wonderfully named whisky brand we discovered at last night's Whisky Extravaganza show (all in the name of research for a client!)
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To celebrate Innocent's role as official smoothie of the London Olympics, the brand is throwing a fruit sports day. Events take place in the melondrome, pineapool, and fignasium, and include the runner bean relay and marrowthon. If they have as much fun on the day as they have with language, it will be an event not to be missed!
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Dirty Toothy Tabs from Lush have an unappealing name until you read that these new toothpaste tablets "give your mouth a blast of freshness before a night (or day) of Dirty fun." Other names in the line are more appealing and, in the case of "Breath of God Toothy Tabs", way more intriguing.
Love how Rufus Teague puts the story of its hot sauce front and center on its packaging. Now that's hot!
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We've created loads of names at TippingGardner, but have never named an elephant. If we do, this page from "Ounce, Dice, Trice" would definitely come in handy.
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This is a great tweet from Innocent. So many brands use their Twitter and Facebook feeds to ask pointless questions or offer promotions. Nice to see a brand thinking about its social media postings and using them to reinforce its tone of voice.
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We're used to seeing cosmetics with sassy names. But this may be the first hand sanitizer with attitude we've come across. We'll still stick with Purell for the kids for now...
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Smurf + Elf = Smellf. Not sure where Old Spice is going with this, but if their past record is anything to go by, it will be worth watching!
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The less said about this, the better. Chinese company Xiamen Jinzhi has named its new line of sunglasses "Helen Keller". With the tagline "You see the world. The world sees you."
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Marmite - you either love it or hate it. But we definitely love this limited edition Ma'amite released to celebrate the Queen's Diamond Jubilee. Of course, if you don't like the taste of Marmite, you could always try some Orange Ma'amalade instead.
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Furniture store's tagline - "Our prices are Sofa King low" - was just banned by the Advertising Standards Agency in the UK. Pity, because this is a far cleverer use of vernacular than Unilevers "F**k the Diet" slogan (see earlier posting).
In Germany, Unilever's Du darfst slimming brand is using the English slogan "Fuck the Diet". The slogan's all over the website, in TV ads, and on a button you can download from the site. Don't get me wrong - I'm not prudish about swearing. But this just feels lazy - trying to be shocking for the sake of being shocking. It's not big, and it's not clever. So why bother?
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When is a glass not a glass? When it's a chalice. This Stella Artois campaign is a perfect example of how a well-chosen word can transform perceptions of a brand. Cheers!
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Love the fun use of language to drive the personality of the Llama Snacks brand. "I Spit On Your Potatoes" clearly establishes the irreverent tone, which is carried through in language like "Baaah code" and "No llamas were harmed in the making of these snacks". Let's hope they're bold enough to sell a multi-alpaca bag instead of a multi-pack.
Just saw an ad for Kohler's high-tech Numi toilet in Wired. An impressive list of features includes ambient lighting, integral speakers, touch-screen remote...and a male sensor. What, I wondered, is a male sensor. Apparently, if you motion at the floor-level, sensors will raise and lower the seat for you. On the web site Kohler doesn't call this feature a male sensor - it's a Motion Activated Lid & Seat. A much better use of language, if you ask me. Now don't get me started on the imagery...
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Lancôme La Laque Fever Ultimate Lasting Full Color Lipshine from the Ô So Coral Gloss Collection. Hardly a name that rolls off the tongue (or lips). It's not unusual for products in the cosmetics category to have long names, especially if you've got a brand name, a collection name, a product name, a shade name, and a product descriptor to communicate. But what's interesting is that none of this language - including the Lancome name - actually makes it onto the product.
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It's not every brand that gets their tone of voice right on social media. But here's a great example of an on-brand posting from Innocent Drinks: "To celebrate our new juice blends we've blended some animals together (not like that) pic.twitter.com/ZCcU0ZIv"
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Love the simplicity of the Two Words campaign from GE Australia. Submit the two words that you think represent Australia's biggest challenge and they become part of a touring art installation and online social media project. More at twowordsfortomorr...
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When brand names make a political statement...Ben & Jerry's in the UK has renamed their Apple Pie flavor “Apple-y Ever After” just as Parliament is debating marriage equality. Great way to send a message in your own distinctive brand voice.
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Gluten-free has never been so much fun thanks to the copy on Garlic Jim's gourmet pizza packaging.
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We love Henry Miller's tips for writing. Particularly #7 - "drink if you feel like it". All we can say is, cheers!
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Madhouse causes outrage by writing "GIve it to your woman. It's her job" on the washing instructions for their chinos. Whether this is a publicity stunt or a branding misfire, it shows that even something as mundane as a washing instructions label is an opportunity to convey your brand personality and drive your brand's verbal strategy.
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Wordsearch ad for Big Yellow Storage designed for public transport in London. Great way to highlight what can be stored, and also to give commuters a fun way to pass the time waiting for the next Tube.
What fun names for OPI's Holland collection. A Roll In The Hague, Did You 'Ear About Van Gogh?, I Don't Give A Rotterdam, and Kiss Me On My Tulips are just a few examples. The names tell you nothing at all about the color of the nail lacquer - but they do tell you that OPI is a clever, fun brand. Enjoy the whole range at www.opi.com.
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Rock Your Hair. With such an evocative brand name, you'd expect a lot of fun with language on this hair care brand. Unfortunately, that's not the case, apart from one notable exception. The name "Roadie" for RYH's travel gift set is right on brand - shame there aren't more examples like this.
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Love the manifesto from the Gü Puds "About Us" page. The language here is as rich and fun as the delicious chocolate desserts they make. www.gupuds.com/...
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Great example from Stubbs BBQ (an old client) showing that even a discount coupon can be conveyed in on-brand language and in an engaging tone of voice.
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"82 British sunrises helped one moisturizing bottle of this..."; wonderful ingredient copy for one of our favorite brands, Original Source
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"Pram Parking" sign at Harry Potter World in Orlando; it's the attention to detail - including verbal details like this one - that make this such a great experience
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Here's the About Us section on NYDJ's website. The brand - Not Your Daughter's Jeans - does a great job of using language that talks to Moms, not daughters!
We're enjoying Four Seasons' postings on Facebook. Their language feels very on-brand, and actually makes us want to learn more about the amazing experiences they offer their guests.
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Pret - they take customer service seriously, but that doesn't stop them from taking a lighthearted tone when talking about service on their website. There's plenty of great copy to be found throughout their site at www.pret.com
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Blood, Sweat, & Tears from Rain Cosmetics - makes for a great set of product names. But would you really want to apply a product called Sweat to your lips?
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The Multiple is a great name for NARS' multi-purpose stick for eyes, lips, and cheek. It's descriptive of the product benefit (multi-purpose) but also works at a whole other level! G-Spot as a shade name is a little less subtle, and not really in keeping with the overall tone of the NARS brand. Cute name, just off the mark for this brand.
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Burt's Bees new Gen Y line includes peppy language on the packaging, such as: “For hair that says ‘Touch me.’ Talking hair, pretty nifty;” “He’ll hold your hand. Heck, you’ll hold your hand,” and “If you don’t sing in the shower, you will now.” Garrett Putman, global marketing manager for Burt’s Bees, says "that tone is important because we know how social these Millennials are. ...We wanted to speak to her about Güd the way she speaks to her friends.”
It's not a highlighter, it's a Shimmer Brick. Great example of an ownable, descriptive name from Bobbi Brown.
Crowdrise, the social-fundraising platform, describes its tone of voice as "idiotic and foolish." It's certainly refreshing to compare charitable giving with french-kissing. And, in the words of co-founder Robert Wolf, "it's working".
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The manifesto from Bounce. Their brand language really reflects their belief that bra shopping should be fun for women. They realize the power of language - just look at the 2nd point on the manifesto
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The Macbeth Collection of home accessories? Named after a play in which 11 people die, including a leading character's wife and children, the Macbeth collection was launched with the inspirational mantra "Decorate your life". Look out for Othello bedding coming your way soon...
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Highlighting the absence of a negative (in this case kidnapping of foreigners) is certainly an eye-catching approach. But is it effective?
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Lego builds a world of imagination using bricks...and words in this ad
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