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The Brand Name Game

Do you know all you need to win?

The Brand Name Game…


Nike, Nike bo Bikey Bonana fanna fo Fike

Fee fi mo Mikey, Nike!


Apple, Apple bo Bapple Bonana fanna fo Fapple

Fee fi mo Mapple, Apple!

Come on everybody!

I say now let’s play a game

I betcha I can make a brand out of any new name…

With all due respect to the 1965 hit by Shirley Ellis, the focus on brand names may have gotten out of hand.


Not surprisingly the word “brand” is comes from an old-world term that meant “to burn.”  And it comes not just from branding your cattle (although that was a common use), but also burning your “mark” into products you may have manufactured and sold.

It was a way that manufacturers showed pride in their workmanship and took credit for it. And of course, it was a way of building loyalty. Satisfied customers would only buy the product that had the mark of the manufacturer they preferred.


When mass production of products kicked in after the Industrial Revolution in the US, the need value of branding (adding a brand to a product label) became even more important.

Coca-Cola was among the first brand names recognized in dry goods stores across the nation. Others — like Aunt Jemima, Quaker Oats and Campbell Soup — followed and are still around today.


When a consumer found that he or she liked a certain product, they developed trust in the manufacturer. When that manufacturer put its brand on another product, it usually sold well also.

Campbell Soup probably had one or two types of soup when it first started. As people tried and trusted their brand of soup, the line was extended. How many types of soup do they have now — 30?


In order to build any brand, you must build trust first. That means delivering a product or service that serves a need or desire — and does it well.

If you have the trust, your brand name will be much more valuable and open lots of doors for you.


What’s a “brand personality”? How about “brand architecture”? I’ll make it clear for you and show you how to use it for your business in my upcoming columns.

OK, are you ready?


Google, Google bo Boogle Bonana fanna fo Foogle

Fee fi mo Moogle, Google!

About The Author

  • Author | George Farris
George Farris is CEO and Senior Brand Coach at Farris Marketing. Connect with George on LinkedIn using the icons above.

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