Why That Worked – Presented by StoryBrand.ai

#33: Snipd—What Your Brand Name is Really Saying to Customers (RE-RELEASE)

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Aug 18, 2025

Discover the challenges of creating a product name that resonates effectively with consumers. The hosts examine the clever yet confusing name 'Snipd' as a case study for branding. They delve into the 'curse of knowledge' and how it hampers clear communication, offering practical tips to enhance messaging. Learn strategies for transforming potential negatives into brand strengths, and the importance of crafting customer-centric clarity for better engagement and revenue. This episode is a treasure trove for anyone looking to sharpen their brand's message!

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ANECDOTE

Name Guessing Game Reveals Confusion

Kyle introduces the app name "Snipd" and asks Don to guess what it does, sparking a playful misunderstanding.
The hosts reveal Snipd is a podcast app that captures and summarizes moments using AI, illustrating the name confusion.

INSIGHT

Clarity Trumps Cleverness In Naming

A clever name that requires explanation fails because you aren't there to clarify it for customers.
Don argues instant clarity in a name or tagline beats creativity that causes confusion.

ADVICE

Describe What The Product Actually Does

Do build product utility descriptions into your messaging so users instantly grasp function and value.
Use simple verbs like "summarize" or "remember" to describe what your product does.

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Hopefully you're getting a chance to recharge this summer—but that doesn’t mean you have to lose momentum. Fall is just around the corner, and before you know it we’ll be heading into the final stretch of the year. That’s exactly why we’re rereleasing several of our high-impact episodes—designed to give you clarity, sharpen your message, attract the right customers, and ultimately drive more revenue, so you’re not stuck playing catch-up when it matters most! -- 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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