Brand what you are

It is quite fun to have a funky brand name. And many major brands do: Google, Yahoo, Orange, Apple. There are probably a lot more. Like "Goop" (which I actually quite like).

But these brands either have lots of money, celebrity or were founded when they essentially were the category.

I've written about this before.

Personally I think it's better to brand your product or company with name which says exactly what you are.

Like The Singleton.

It's clear that The Singleton is a single malt whisky. And there are other impacts which talk to the product's uniqueness.

The other advantage is that having a brand which tells everyone what you are, creates an opportunity to own the category.