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The future of a brand name, Marketing & Advertising News, ET BrandEquity

The future of a brand name, Marketing & Advertising News, ET BrandEquity
Written by publishing team

Saturday Solologues: The future of a brand name

If the author of this article signs his byline as PR :-(, would that be a ‘sad’ ending to his name? Or would it be cool, if someone put a lamp emoji next to Pr, just because his name happens to be Pradeep, would you consider it deep enough? Or is it a shallow exercise that attracts attention?

What might be considered bizarre (so far) when it comes to human names, is already happening to some extent in the world of branding. Few days ago, cricketer Dwayne Bravo launched his own fashion line. The brand name was Djb47 (a combination of his initials and his cricket jersey number.

In the world of non-fungible tokens (NFT), such brand names containing hashtags or alpha-numeric combinations are already in vogue.

At NFT.NYC, which the New York Times called the next party of sorts for the NFT community, one could bump into popular NFT brands like CoolCat43, ApeChad690, or CryptoPunk #3706.

For those who haven’t looked for them yet, Cool Cats are, according to their website, a set of programmatically randomly generated NFTs on the Ethereum blockchain. The first generation consists of 10,000 randomly collected cats from over 300,000 total options. The Cool Cat NFT is trading between $27,000 and $29,000 (20.5 lakh to 22 lakh). Meanwhile, CryptoPunk #3706 is contrasting female characters by tassel hat, clown nose, big shadows, black lipstick, earrings etc. These NFTs were trading for $1034 about two years ago. The current valuation of a CryptoPunk according to is $5.10 (INR 3.86 crore).

It’s no surprise that mainstream brands are now skipping swords with their digital NFT avatars. Luxury brand Hermès recently bumped into the artist who created the metaverse version of its iconic Birkin bags and branded NFT as MetaBirkins which were selling for an estimated US$7.9. By comparison, Hermes sells physical Birkin bags in the $9,000 to $5,000 range.

If you trace the evolution of brand names over the past two hundred years, they have evolved from an ampersand between two nouns to hyphens separating a single brand name. These days, it’s not unusual to see brands write their full names in all lowercase like airbnb or start with lowercase and progress to incorrect The upper case is like an iPhone. But many will argue that Apple and rules don’t go hand in hand. But this is another story.

On other brands, full stops randomly punctuate the middle of the brand name, like a car that had to use the emergency brake. It’s not too bold or rude to have a brand name in loud capital letters. This is a far cry from the innovation of years past when brands of similar colors were considered innovative. Think Aviva, Civic, Liril, Omo or Oyo.

Emoji or hashtags never fail to appear in your favorite brand name. be cerfull.

(This weekly column offers a peek into the discussions, debates, and reflection on the minds of our writers.)

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