to be masters of the wordplay brand name. My local is Aristocuts. Then there is our local landscape gardeners, Cutting Hedge. This one was spotted in Los Angeles: The Merchant of Tennis. Yes, they are a little bit jokey, but they certainly are memorable.
In practice
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Use wordplay to name a product or a service, or for your whole organisation, only if it matches your brand’s positioning.
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Take a phrase and play with it until it makes people smile. Test it to check that other people get the joke. As ever, with intellectual property, check with your country’s trademark registration organisation, and worldwide, to make sure that it’s available and that you can use it.
30 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 30
12/14/11 11:14 AM
