Which brand name is the most ironic

The choice of name can be critical to the success and failure of a brand. Currently, companies are increasingly relying on irony when it comes to naming. The opposite of what one stands for is being said.

Anti-conforming brands (anti-brands) should make the sender interesting and the target group curious. Anyone who decides to do so signals inappropriateness. This is the result of an international study by the Düsseldorf naming agency Nomen, which has compiled examples of such anti-brands and assesses the potential for success of the unusual brand strategy.

The fashion and cosmetics industries are leading the way. Examples are Pretty Vulgar or Urban Decay for cosmetic labels, Anti-Flirt for lingerie and Sweaty Betty for fitness clothing, Enfants Riches Déprimés, FatFace or Rag & Bone for fashion. Hollywood actress Gwyneth Paltrow has called her lifestyle brand Goop, which translates to Pampe and at the same time means fool or fool. A French wine brand is called Fat Bastard, an Australian eco toilet paper Who gives a crap and a communication platform for efficient teamwork is Slack.

Those who set a trend have a nose ahead and have a good chance of establishing themselves in the market, says Nomen managing director Sybille Kircher. Those who orientate themselves too strongly on trends, on the other hand, have poor prospects of success, because they remain the eternal number two.

Still, brave, creative names are more essential than ever. "Brand names should always have that certain something, that is, they should be unique and unmistakable in their own way," emphasizes Kircher. Anyone who decides on an ironic name should consider one more thing: irony is often not understood and is therefore not compatible with the masses. "That is why anti-brands usually only address selected, i.e. smaller, target groups," says the Nomen boss. "In addition, the brand management must permanently keep what the name promises. Brands that position themselves with a wink can do almost anything - just not be boring."

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