Coming up with a brand name

The first thing we had to decide on was a company name. We knew this name would be the most vital marketing tool we would have in our discretion. We knew that this is what we would be using to print on all of our logos, website, and any letter heads.

This name was the hardest thing to think of as this could essentially make or break us. It is not only a brand name, but something that people would recognize as an ethical company, and a name that would put the words freedom, escape and life too it.

I have always been a huge fan of Richard Branson, the owner of the Virgin brand. I loved how he picked the name of his company Virgin and reading about the struggles he faced throughout is endeavors. The thing I admire about him is how he puts his hand into many different industries, he puts his heart and soul into every single one of them, and even if they fail he picks himself up and carry on.

 The name "Virgin" was suggested by one of Branson's early employees because they were all new at business. It was simple but meaningful. Richard also inspired me with his statement in his autobiography, “Above all, you want to create something you are proud of…. That has always been my philosophy of business. I can honestly say that I have never gone into any business purely to make money. If that is the sole motive, then I believe you are better off doing nothing.”

From reading about Richard, I realized that the name we pick will then carry on throughout the campaign, and we will use it for any other endeavors we try. We then decided on the name 'How to Own A Sweatshop' with abbreviations 'Own A Sweatshop' and 'Sweatshope'.

The reasoning behind 'How to Own A Sweatshop' was that not only it is the basis of the campaign, (we will give you a step to step guide on owning your own sweatshop), but also the statement 'Own a Sweatshop' without knowing the context will draw your attention to it.

We wanted the name to market itself. If you heard that two men from New Zealand were trying to own a sweatshop, this will shock you as you will think of the negative impacts that sweatshops have and will want to know why on earth someone would even think of owing one. This will get peoples attention and they will be wanting to know more.

Shock advertising or Shockvertising is a type of advertising is a form of marketing  that deliberately, rather than inadvertently, shocks and offends its audience by violating norms for social values and personal ideals. This is the method we decided to go down.

The name 'Sweatshope' is the name which we will use at a latter stage which means Sweats Hope.