Notes From My Journal
Naming An Art Show: Why Clever Is The Enemy
I’ve been working with my partners in the art business to put on a major annual art show in Central America starting next year. It’s going to be big and fun – a combination of Art Basel and the Academy Awards for Central American artists.
The team was in Costa Rica last weekend brainstorming. After what was clearly a very productive session, they sent me the following note…
Hi Mark: We met in Costa Rica, talked with local art and event professionals, and have come up with a very good plan.
One thing that all agreed on was that we must choose a name for the event that is not only very Central American but also clever. And we have a great idea: Manglar! The Manglar Awards!
Manglar – the Spanish word for “mangrove” – is an ecosystem that all of the Central American countries have in common. The word is minimal, clean – super-easy to create a logo and brand. Even better, the mangrove – struggling to survive between the sea and land – is an excellent symbol for what we are hoping to achieve here. (Not to mention the implication of social responsibility.)
Perfect, don’t you think?
One Thing You Should Never Do in Advertising
Manglar? I checked the calendar. No. It wasn’t April Fool’s Day. It was mid-July. They were serious.
I sent them this rather curt reply…
Sorry… I HATE “Manglar.”
Yes, it is clever… but clever is the OPPOSITE of good marketing.
Clever says, “Look at ME! Aren’t I smart?” And the prospect does “look at” the marketer, thinking “Who would come up with a name like that? Meanwhile, he is NOT looking at the product.
Think SIMPLE!