Why That Worked #20: Snipd—What Your Brand Name is Really Saying to Customers

29 snips

May 21, 2025

In this insightful discussion, the hosts dive into the importance of brand names and taglines, using the podcast app Snipd as a case study. They highlight how a clever name can confuse audiences if clarity is lacking. The conversation touches on the 'curse of knowledge,' which complicates effective communication across different knowledge levels. You'll learn how clear messaging can shape public perception and foster stronger connections, ensuring your branding resonates with customers without misunderstandings.

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ANECDOTE

Misleading Product Name Snipd

The product name Snipd confused Donald Miller, who guessed a home circumcision kit instead of a podcast app.
This highlights how a product name can mislead customers if it's not clear what the product does.

ADVICE

Name That Needs No Explanation

Avoid having to explain your product name because customers often hear it without your presence.
If customers have to ask what your product or service is, your name is not working effectively.

INSIGHT

Curse of Knowledge Explained

The "curse of knowledge" means experts assume others understand their knowledge, which causes confusion.
Donald Miller illustrates this with a tapping game showing how hard it is to communicate complex info simply.

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Exciting news, Hero Makers! We’re sharing a new episode of Why That Worked – Presented by StoryBrand.AI, with Donald Miller back in the host seat. This new show uncovers why certain ideas, brands, and strategies succeed—so you can think differently and apply those insights to your business and life.

We’re only sharing these episodes in the former Marketing Made Simple feed for a limited time! Catch them early every Monday by subscribing to the StoryBrand YouTube Channel or following Why That Worked wherever you listen to podcasts.

Now, enjoy this week’s episode of Why That Worked!

Coming up with a product name or tagline seems simple. Until you have to do it. You brainstorm, you debate, and you finally land on something… only to find yourself explaining it to people over and over. That’s the real test of a name: if you have to explain it, it’s not working. The truth is, your name or tagline is doing more heavy lifting than you realize. It’s your first impression, elevator pitch, and clearest hook all rolled into a few words. So why do some names work instantly while others fall flat? And how do you make sure yours is good?

In today’s episode, hosts Donald Miller and Kyle Reed break down the art and science of naming and tagline creation, using the podcast app Snipd as a case study. They explore how a name that sounds clever can still confuse your audience, and why instant clarity always beats creativity. You’ll hear a practical breakdown of how to avoid the “curse of knowledge,” how to test if your name really works, and what makes a tagline stick in someone’s brain. Listen in to discover the simple shifts that make your message irresistible.

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Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0. Order it now on Amazon or wherever you buy books!