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and the naming pitfalls that too many brands fall into. Weâll hear expert advice from Paul Earle and others about where great names come from. On this, episode 2, weâre taking a hard look at names. On our last episode, we talked about the three questions you need to answer before you can really start building your brand. My name is Jess Love, and Iâll be your host.
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This season weâre going deep into how to craft a powerful brand that cuts through the clutter. This is season one: Extraordinary Brands and How to Build Them. The idea is to give you a multidimensional look at a specific area of businessâŠand leave you feeling like you took a crash course in that subject⊠On each season of Insight Unpacked, we go deep on a particular problem that business leaders face, with guidance from our faculty experts at the Kellogg School of Management.
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LOVE: Welcome to Insight UnpackedâŠa new podcast series from Kellogg Insight. And Shakespeare was a phenomenal writer, props to William-he was totally wrong on this one! What would happen if you named a rose âdonkey vomitâ? Naming is really hard to get right, and itâs really easy to get wrong. But as Earle knows all too well, amazing names⊠are NOT as easy as SOME people may think.ÄźARLE: You know, Shakespeare comes to mind with the famous line, âWhatâs in a name?â arguing that a rose by any other name would be as sweet. And that means, among other things, coming up with an amazing NAME. if you want to avoid being swept away in this tide of newcomers⊠you better be prepared to BRING IT with your brand. LOVE: So no matter WHAT kind of brand youâre managing, Earle says. It also can be a terrifying time if youâre in charge of running one of the big incumbent brands or companies. Itâs a thrilling time if youâre an entrepreneur creating new brands. And unlike attempts even five or 10 years ago, these new brands today are gaining traction and theyâre gaining traction really quickly.
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Over several decades, heâs worked with all kinds of brands⊠from established mega-brands like McDonaldâs and Proctor and GambleâŠto new start-ups⊠like whiskey brand Big Nose KateâŠand mac and cheese brand Goodles⊠So you can trust him when he says that the world of branding⊠is currently in the midst of a SEISMIC shift.ÄźARLE: Every single category, and every subset of every single category, is facing or will face a brand new entrant that comes out of nowhere with a new product idea and a new brand. Earle has spent his entire career in branding. And he wrote the chapter on brand names in the book Kellogg on Branding in a Hyperconnected World. Heâs an adjunct lecturer at Kellogg and regularly contributes to Forbes, Fortune and other publications on the topic of new brand development. LOVE: Today, Earle is the principal of Earle & Company, an innovation and branding collective based in Chicago. I donât know why it was the Double Shooter, it only shot one object at a time. even when they didnât quite make sense.ÄźARLE: So when I was about five years old I fashioned a weapon out of discarded pieces of plywood and I nailed a bunch of things together and I made like this slingshot device out of it, and I called it the Double Shooter. LOVE: And heâs always LOVED coming up with brand NAMES, in particular. LOVE: If you ask Paul Earle, heâs been doing branding⊠You can find it right in our podcast feedâŠor, you can search for Insight Unpacked wherever you get your podcasts. So if you havenât yet⊠we recommend you go back and listen to the FIRST episode before this one. Jessica LOVE: Hi there! The episode youâre about to hear is number TWO of a five-part mini-series.











