Are Categories the New Brand?
Once upon a time, branding a category was the holy grail of being a brand. Think "Xerox that," or "Google this," and even when "sneakers" meant Nike or Adidas. Levi's were jeans, and Jeans were Levi's.
Well, now the world is more complex in every-which-way.
So instead of brands investing million of brand marketing dollars to explain why they are the brand of the category, they now spend millions of dollars explaining why they have the right to have a category's name be the brand's name. They have a strong willed rationale that it would better represent the company if they just took the category.
Think METAverse.
Think BLOCKchain.
After we rebranded the Washington Football Team, we may have started a trend...
So just as a fun exercise, we decided to think of a couple of companies that would be better served by changing their names to the categories that better represent themselves for us users, like...
but why not...
or instead of...
how about...
And then there's...
Imagine if they were called...
Of course we have...
But they
could be called...
and let's not forget...
But if we called them...
We also know...
Let's call it...
While we're at it, we took a stab at our own name!
We went from this...
to...THIS.
Last but certainly not least...
Our clients.
Before they were the Washington Football Team, they were...
Clearly a problematic name.
In the interim, we called them...
And we've now transformed them into (drumroll please)...
WORDS BY
CODE AND THEORY