Have you ever seen your favorite sitcom star wearing a dress that’s seriously irresistible? Maybe a hero from your favorite film has an iconic “look” that you can’t put together by visiting ordinary clothing stores. Wish you could just order an outfit as you see it on the screen? This is what Asos offers to the public, as a service. 

ASOS is an acronym for “As Seen On Screen”. Not many of their buyers are aware of this fact. It cleverly describes with great eloquence, exactly what the company does. They recreate the clothing and cosmetics seen in popular films and on TV, making these iconic pieces available to the general public to own. They have been called the ultimate e-commerce success story of Britain. 

Originally, the brand adopted the tagline: “Buy what you see on film and TV”. Some of the pieces that were most popular during their early days included the red leather jacket that Brad Pitt wore in the popular film Fight Club. 

ASOS: A brief history

The clever enterprise was started by two ordinary British men with a genius idea: To recreate the amazing clothing and accessories ordinary individuals see on TV and in films. These men are Nick Robertson and Quentin Griffiths. 

They were destined for success from their initial idea. Their creative service catered to a unique need by adding luxury and style to the must-have essential everyone needs – clothing. Added to that, they positioned themselves with trendy and slightly cheeky branding that aligns itself with the youth, their target market. 

Another event that cemented the company’s success was their admittance to the AIM (Alternative Investment Market) on the London Stock Exchange, meaning that their shares could be floated.

ASOS the brand

Asos has an established brand identity that is decidedly young and trendy, aligning itself with many of the issues that matter to the younger generations. They promote body positivity by making their fashion items available in over 30 sizes. They embrace the non-stereotyping of genders, seeing fashion as an opportunity for self-expression with no limitations. 

The brand further aligns itself with the issues that matter to their target market by implementing strict ethical practices with regards to the sourcing and manufacturing of their good: “We have 168 suppliers who use 713 factories around the world. We’re serious about making sure every single person in that supply chain is safe at work, respected, and earns a living wage.”

Research into consumer trends indicates that the most effective way to future-proof a brand is to build an enterprise that’s based n solid ethics around sustainability and empowerment of the people involved in service-delivery and manufacture. 

Asos has achieved this: “We developed a world-leading Ethical Trade Strategy in 2017 and priorities include transparency; improving wages; health and safety; addressing and reducing modern slavery risks, and identifying and stopping child labor.” 

The brand’s name plays a significant role in its success 

As Seen On Screen, shortened to Asos, is short and sweet. The name gives the brand significant room for creative ad campaigns, something that few people factor in when they first embark on choosing a name for the company. 

One example of a highly effective ad campaign that hinges on the theme of the name is their #AsSeenOnMe campaign. Instagram users are invited to upload videos of purchased ASOS products on or used by themselves. 

How effective was the campaign? Well, everyone wants their moment to shine, publicly. Over 3 million people interacted with the video in the UK and this gained the brand significant publicity. 

This brand emphasizes the importance of choosing the perfect name for a brand. The creative process is natural for so many, but a completely mysterious and elusive concept to others. If you’re the latter, it might help to use a brand name generator to help you. 

People have always adored this brand. Their apparel might be based on sportswear, traditionally, but they have risen to become a trendy brand. 

Adidas clothing, shoes and accessories are proudly worn by fashion-conscious individuals from every walk of life, particularly the youthful and active members of society.

Adidas is a sports apparel brand with a special focus on sports shoes. The brand is based in Germany but quickly became the second largest manufacturer of prestige sportswear in the world, after Nike which was rated number one. They claimed the title as the most popular sportswear brand across Europe. 

Adidas: A brief history

What started as a single company between two brothers, became two separate entities, each claiming its own crowning glory in the world of sports apparel. Puma and Adidas were the result of a feud between two brothers from the family Dassler. The family originally began manufacturing shoes when the first world war ended, as their family business. 

The first step to success for the Adidas brand occurred in 1936 when track-and-field star Jesse Owen wore a pair of shoes that were gifted to him by one of the brothers. Owens enjoyed a winning streak and the shoes he wore got significant attention. 

This cemented the brand into the minds of many sports fans and the brand enjoyed significant positive attention as a result. 

However, the brothers, Adi (Adolf) and Rudi (Rudolph) had a feud which saw them ending their business relationship when they were unable to reach a compromise. They each started their own endeavour, giving birth to the two brands Adidas and Puma. 

Both brands have gained significant popularity among consumers and both brands are considered an authority in the sportswear industry. 

The brand’s image

The simplicity of their branding has certainly played a significant role in their success. The iconic three stripes in a mountain-like slant in monochrome black and white are synonymous with an image of sportiness, trendiness, and practicality. 

Their decision to write the brand’s name all in lowercase was a bold move for its time. Ignoring the rules of grammar in favour of a trendy image with a rebellious streak further built their brand in the minds of their consumers as an authority with a mind of its own. 

Adidas is actually the combination of the founder’s name and surname. His name was Adof Dassler, although he was nicknamed Adi. He took his nickname and added the first three letters of his surname, forming the word Adidas. 

There have been rumours among fans over the years that the name is actually an acronym for the phrase “all day I dream about sport”,and while it fits the brand, its image, and the phrase perfectly, it’s unintentional. 

The power of a name

Adidas is a simple and straightforward name that’s easy to remember. The name is iconic and aligns with the brand’s simple and black and white text and logo design. 

The brand’s target market is predominantly people (especially males) with an interest in sport and practicality. The simplicity in the branding sells the name, and as powerful due, they sell the image which sells the products. 

For some brands, finding a simple and effective name like this comes naturally. For others, the perfect name is elusive. 

Fortunately, with today’s technological advancements and innovative inventions, there are many resources that simplify tasks like choosing a brand name. This is an important step in cementing the success of your brand at a foundation level. Using a tool, like naming experts, can yield the perfect name to enchant your audience and gain you lucrative attention. 

Rakuten is a tech e-commerce platform that specializes in B2M E-Commerce. They were based in Tokyo only, at first, but quickly rose to success and expanded from there. They are now in partnership with some of the biggest e-commerce giants of the world, creating a partnership with their traders that seeks to uplift, empower, and inspire entrepreneurs – demonstrated in their apt business name. 

Like so many successful brands, they have a powerful name for their organization. With many entrepreneurs searching for names that will represent their ethos in a succinct manner, a number of people wonder how the founder came upon such a catchy and meaningful name. 

Before we get to look at the cultural influences and the meaning of the word “Rakuten”, we must understand the brand’s journey and how its name aptly umbrella’s its ethos under a single term. 

Understanding the company culture and its background

The e-commerce culture has always favored the store visitors, the shoppers, over the traders. This makes sense since the origins of the funding are where you need to be investing if you want good conversion rates and repeat business. 

Rakuten turned that upside down. They proudly state that they support disruptive ideas and forward-thinking businesses, and that might be because they’re somewhat disruptive in their approach to e-commerce, themselves. 

Instead of building a business that sells itself to online shoppers, they worked to appeal to the traders. Rakuten created a space that supports innovation, they chose a business name that expresses this. They want a dynamic approach to selling tech. Richard Brandson actually works with an idealogy that’s very similar as demonstrated by his famous quote: 

“Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.” 

-Richard Branson. 

Rakuten: The backstory and the business name

First founded under the business name Rakuten Ichiba in 1997, this online marketplace hit the world of trading with a fresh take. They wanted to offer the exact opposite of what larger and well established online marketplaces, like IBM, were doing. Instead of controlling traders to try and achieve uniformity among their stores, Rakuten Ichiba decided to appeal to traders rather than shoppers. 

They offered lower store fees, more flexibility in terms of customizing the appearance of the storefront, and great freedom to individualize their marketing and their products. 

This was an interesting new take because by targeting entrepreneurs and vendors rather than shoppers, they empowered the store owner to do the hard work – which is engaging the customers. 

The eclectic mix of stores naturally attracts a wider range of shoppers. The success of this strategy is clear as day. It became known as the Amazon of Japan, but it also operates in 29 countries outside of Japan until it officially expanded throughout the world. 

Rakuten: What’s in the name?

In June 1999, two years after the company was founded, they changed the business name to Rakuten (dropping the Ichiba as a second part of the name). The word “Rakuten” means optimism in Japanese, and the brand states that this is because, at their core, they want to empower businesses and individuals to embrace a great optimism when they think about the future. They chose a short single-word business name that aligns with this philosophy.

Their mission statement says: “Walk Together” expresses our dedication to building a better, more optimistic future by empowering individuals, businesses and societies to realize their dreams.” The word “Rakuten”, when used as a business name, certainly portrays a sense of hope, partnership, and creativity. 

The power of a business name

Choosing the perfect business name for your brand isn’t a task worth skipping over. It is worth it to think about the best possible way, to sum up, what you stand for and what you offer to the world, and how your brand’s name plays into that. Of course, it’s not always easy, It’s a whole lot simpler when you assist a brand naming agency.

Based in Los Angeles, Everytable is a true one-of-a-kind fast-food retailer. They’re not the traditional take-away food provider that comes to mind when you hear the phrase “fast food”. 

Their business practices and structures are based on equitability rather than equality, meaning they charge for their food in lower-income neighborhoods and more in higher-income neighborhoods. 

It works because the regions where they charge more effectively subsidize the costs of food in the lower-income areas. That’s not the only unique trait that sets this brand apart from its competitors. They don’t sell your typical greasy takeaway meal. They sell healthy wholesome foods that are ready to eat, absolutely indulgent, and at a similar price to regular takeout meals. 

What’s in The Name?

Everytable’s name really explains their mission very simply and beautifully. They want healthy and convenient food to reach every table in every neighborhood regardless of their buyers’ income brackets and outlook on healthy living. 

We live in a fast-paced world. Home-cooked meals are longed for but not always practical, especially in lower-income areas where people tend to work longer hours for lower wages. In these circumstances, fast-food tends to make its way into family life more frequently. Everyone has a right to healthy and wholesome food that tastes delicious and arrives at the table, prepared and ready to eat. Everytable even goes so far as to feed those that need to eat on the go – so not even every table. 

The moms and dads that are eating while they’re doing the school run or arriving home late from work are able to nourish themselves and their children with healthy food. 

Their Mission and Their Story

The company started when its founder, Sam Polk, identified a need for something new. He observed the skyrocketing health issues developing in the struggling areas of LA and made it his mission to bring affordable whole food stores to the community, through his initiative called Feast. He also engaged the locals in cooking classes and education. 

When this failed to give the amazing results he had expected, he learned that the families are often living fast-paced lives with little time for cooking, thus they resort to fast food for convenience. Sam then launched Everytable to brig health, convenience, and affordability to the residents of LA. 

Understanding the Everytable Demographics and Their Branding

Everytable has to play an interesting juggling game here, they need to appeal to two separate demographic groups. They need the support of the affluent shoppers in the higher income areas so that they can afford to subsidize the food in the lower-income areas. 

Fortunately, the power of their name has earned them a reputation as a “go good” brand which automatically instil a sense of trust in their buyers. They’re also offering a genuinely fantastic service, even if you remove the affordability (to a degree) for the more affluent buyers. 

Statistics reveal that those who can afford it are willing to pay more products that are healthy. 

This has been proven as non-GMO and organic products continue to increase their sales despite the prices being (often) around double the standard versions. Everytable offers a unique combination of health and convenience – plus – their food is delicious. 

Choosing an Inclusive Brand Name

This company has chosen a fantastic brand name for themselves. Everytable sounds inclusive, it conjures the image of abundance, and it’s got a decidedly positive note to it. 

Not only do affluent shoppers have the opportunity to feel good about the choice they make to nourish their own body, but they’re also empowering lower-income individuals with the same opportunity. Everytable has chosen a powerful brand name that will serve its reputation. 

Do you need assistance to find a brand name that will inspire trust in your buyers? This is a fundamental step in establishing your business. Don’t take shortcuts, try our a brand name generator to come up with a name that’s catchy, and inspires those who encounter it. 

Founded by Chip and Joanna Gaines, the Magnolia Market is only one of the couple’s many businesses, that all contain an emblem of a magnolia tree in their brand. “We love magnolia trees,” Chip explained. “It really embodies our company. It’s basically become our mascot… Every project we do, we love to plant a magnolia gem.”

What is Magnolia Market?

Locals in downtown Waco, Texas, are aware of the landmark 120’ high silos that were erected in the 1950s as part of the Brazos Valley Cotton Oil Company. Now that the silos are no longer being used for storage, and the surrounding land is open to the public, two famous TV personalities acquired two blocks and turned them into a shopping complex. The shopping complex is sometimes called by its nickname, “the Silos”. It’s been a major hit with the locals since it has resulted in a massive influx of new business – the restaurant industry got a major foothold and the shopping complex now attracts tourists regularly enough to warrant daily visits from tour buses.

The entrepreneurs behind the brand

The TV personalities behind the popular brand Magnolia’s Market are a husband and wife team,  Chip and Joanna Gaines. The couple is well-known because they host HGTV‘s popular TV series, Fixer Upper. Joanna Gaines actually studied a completely different profession and completed her academic career at Baylor University with a degree in Communications. Her husband, Chip, had an interest in construction form a decor and remodelling perspective. Since they shared a passion for aesthetics and living spaces, they launched their own TV series “fixer-upper” which turned into a massive hit, making them famous. The couple now owns a series of businesses under the word “Magnolia”, including Magnolia Homes, Magnolia Market, and Magnolia Table. 

About Magnolia Market’s customers

Magnolia Market has taken their ability to brand themselves well and they have really run with it, seizing every single opportunity they can use their branding. This includes vertical surfaces, signboards, and other decorative methods. ANother branding element that has truly made this couple a popular due that people look up to (and love to buy from) is their use of humor. Chip can be incredibly entertaining with his odd antics – it adds personality to their brand. ANother reason this brand has really taken off? They’re nos rangers to social media. In fact, they invest very heavily in this method of marketing. Joanna won the “TV Personalities on Social Media Chart” and it’s easy to understand, she’s natural and authentic online. 

Magnolia Market at the Silos: The brand story 

This family-friendly brand appeals to people from every walk of life They’re straightforward and down to earth but together, they have a fantastic eye for aesthetics. Being a husband and wife duo, they’re relatable and create quite the image that DIY couples look up to. Chip and Joanna leave the boundary-pushing tactic to other brands, sticking to family-friendly, relatable, and relaxed content that you can use to learn from or simply enjoy in the background. 

So, why did they choose magnolias to symbolize their brand and as a uniform element across all of their business names? During one of the shows, Chip explained it to one of his children: “You know what’s interesting about a magnolia tree?” One of Mama and I’s first dates, I climbed up a magnolia tree and I pulled her off a magnolia bloom and I gave it to her.”

Choosing your brand’s “forever name”

If there’s anything we can learn from Magnolia Market, it’s that sometimes the simplest gestures of kindness or affection can leave us remembering a particular flower, a tree, or even a date in the calendar. These kinds of experiences stand out in life. They’re little placeholders of joy. These experiences create a perfect opportunity to choose a brand name and build your companies identity around that happy memory. Do you have a good idea of what you’re wanting, but battling to nail it perfectly? Take your experiences and memories and put them into a business name generator for some inspiration.