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Dollar Store Names: The Deals, The Steals, The Thrills

Dollar stores live in the world of practical magic. A place where $5 feels like $50, and a name can be the thing that turns “eh, maybe” into “why not?” The best dollar store names don’t just tell you what you’re getting; they evoke an emotional response, spark curiosity, or cleverly allude to their mainstream…

More brand, less celebrity

Brands that could survive without big name backings There’s a special kind of paradox at the intersection of celebrity and branding. Fame, especially when wielded as an endorsement, is a shortcut: a fast-track to relevance, a built-in audience, a persistent spotlight that attracts attention before it might be justified. Brand building, on the other hand,…

The state of writing at A Hundred Monkeys

  At the end of every year at A Hundred Monkeys our leadership team gets together in Mill Valley, down the street from the old auto repair shop where we first started working together. We reflect on the work we’ve done over the past year and talk about the work we want to do next…

Empty Vessel Company Names: The Fortune 500’s Secret Weapon

Cigna, Avnet, and Alcoa are all Fortune 500 companies. Each has what we call an “empty vessel” name—a moniker with little meaning for a given audience. Empty vessels are extraordinarily popular with large companies in most industries. Names are an opportunity to tell the world who you are. Why, then, would anyone choose an empty…

What to Expect from a Brand Consultant

So you’ve decided to work with a brand consultant. That’s the first step. Of course, now that you know you are doing it, you have to hire a brand consultant, and there are a lot of people out there offering their services. Since the reason you decided to hire a brand consultant in the first…

Rebranding: Companies that Succeeded

There are many things to consider when rebranding companies. A rebrand might simply consist of a new logo, or even just updated colors. Or it could be a new company name and an entire visual makeover. Truly successful rebranding means understanding your company’s situation well enough to judge what level of rebranding is right for…

Creating a Startup Identity

For any startup, a great idea is the message. A great brand is the bullhorn. For people to hear about a startup–and even more than that, to remember it when they need to–a startup’s message has to be loud and clear. That’s what we mean when we talk about identity: a loud, clear message that…