The key to defining a new brand is to first define the brand language. If you can get consumers to say your name, it’s half the battle. In this case, Red Rover works on multiple levels. On the surface, it’s a fun and memorable name, with associations to the kid’s game of calling everyone to come on over. It also provides a brand color (red) and a sense of functionality (a rover). And it lends itself to a mascot, aka man’s best friend. This underscores the brand’s traits of devotion, faithfulness, customer loyalty, etc.

To top it off, the name Red Rover enables the differentiator or “phrase that pays” by defining the new concept as Fetchable StorageTM. The name demonstrates that crucial interplay between brand name, tag line, color, mascot, and brand languaging. Only a select few names enable tiered messaging that is inception level deep and Red Rover is one of them.