We are adamant about exhaustive research when we come up with a brand name for a company or an individual. Here is an example of a situation, where in our opinion Rolls Royce did not do a good job of coming up with a good name for their very private social network app exclusive to those who own a Rolls Royce. Owning a Rolls Royce is the price of admission to this club.
I woke up to this headline in my daily news feed yesterday morning. "Rolls-Royce builds community, content and all experience with new Whispers members-only club." My first action was to go search online Whispers club. What came up what Whispers "strip" club, Whispers "gentleman's club! The US is the #1 Rolls Royce buyer in the world! Is that the image that Rolls Royce wants to project to the the Americans who buy the car?
Furthermore, one of the first rules in branding is not to use a common word as a brand, whenever possible. A common word like whispers can be used by anyone in another context. And it becomes confusing to the consumer or the user.
As we see it, this a clear example of someone neglecting to do an exhaustive search on the word "whispers!" They should have researched the word and the businesses who use it in every language, where this car is sold. They did research the idea for two years, but not the name for the app. Below is the presentation video.
This also leads us to wondering whether or not Rolls Royce owners want this private social media. One would assume that they are already connected and do not need an app to do so, based on our observation of working in many luxury communities. And they all have access to great events, and great expensive one of a kind objects or limited editions.
This is exactly why exhaustive research in branding is extremely important. One has to consider all kinds of aspects, and sometimes, it is best to just let go of what may seem like a great idea!
What do you think?