Sometimes you have to say “No. Don’t.” This is such a case. The briefing, which was a pleasure to have and eventually to realise, was to come up with a new brand name, a more sexy one. The idea was to have a strong, original brandname. In house, the actual name was considered to generic. Know that this travel agency is one of the biggest individual agencies of the country.
Our findings were that by adopting a sexy brandname, the type of business would shift to the category of brandnames like Pegasus, Jetair, Odysseus, … and not longer be recognized as an travel agency. The added value would be questioned and deluded. Thus, not.
communication strategy, naming, branding, corporate communication