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Truly Deeply rebrands Hyperdome shopping centre to South.Point

New name, strategy and identity for major Canberra shopping centre Working together with key stakeholders, we helped refine and reposition one of Canberra’s main shopping centres. The new brand positioning, name and identity is now helping to re-engage the local trade area and excite tenants…

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A legal imperative to rebrand and differentiate

It’s been a busy month for new business in Truly Deeply, which we’re all loving. Lots of new clients, new projects and interesting branding challenges for us to tackle. But one new business meeting in particular stands out at the moment, not because the size…

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Bank First or Customer First? Confusing rebrand messaging.

New look, new name with a contradictory sales pitch. Next month Victorian Teachers Mutual Bank will relaunch as Bank First. The new name and identity gives the bank a much simpler and stronger name to compete with other mutual banks. It also shifts the brand…

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Australian winemakers fight to keep the prosecco name and their brand value.

Trademark and naming battle. Should Aussies fight to keep using prosecco or create their own regional or wine style brand? Following on from France’s successful trademarking of Champagne, Italy is now trying to stop Australian wineries using the prosecco name. The challenge to the use…

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The meaning and origin of famous brand names, part 2

More brands, more stories of how they found their name. Last week we looked at how Apple, Virgin, Nike and 3M, Durex and Kodak got their names. To read part 1 click here. This week we look at the stories behind more big name brands,…

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The meaning and origin of famous brand names

The story behind the names of some of the world’s biggest brands. If you’ve ever tried to create a name for a company or product, you will realise how hard it can be. You need a solid brand strategy and robust naming criteria. You’ll also…

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What’s in a (brand) name (or brand identity)

  (Brand) names have baggage When creating a new name or identity for something there’s always the challenge of seconding guessing due to current associations. But by knowing you’re following a plan, backing yourself and a little patience it can all work out. Names are an…

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'Chhirp' follows the mispelled brand name trend but is this a smart approach?

Mispelling a common word is one of the biggest naming trends at the moment. The rationale is often based on making the name ownable and sometimes it is just about being a bit quirky. Last week, we saw another one hit the market with Chhirp…

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Jones Lang LaSalle rebrands with the acronym ‘JLL’

Jones Lang LaSalle has joined the likes of PWC, KFC, NAB, BP and LG by shortening their brand name to ‘JLL’. While the brand was always a bit of a mouthful, the new acronym is still clunky and it doesn’t feel like a name that…

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Inventing a brand name

What do all of these brands have in common? They all have brand names which have been made up or invented, they are also very well known in their respective markets. When we start a naming job we usually have a client who wants a…

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Shizens – brand name smarts or fail?

Walking through the shopping centre at the weekend, I couldn’t help but think this must be a joke – unfortunately it’s not. Malaysian cosmetic brand Shizen (now in Australia) must’ve thought they were on a winner with this name.  The Japanese word conveys much of…

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Nike cuts corners on naming and pays the price

Nike is no stranger to controversy surrounding the brand but this time, it is self-inflicted due to a lack of research. Launched to celebrate St Patricks Day, Nike’s ‘Black and Tan’ sneaker has been labelled insensitive and offensive. What should have been a clever brand…

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