Patting ourselves on the back just a bit, we thought we broke the mold when we helped our client create the Stillwater name for their insurance brand. We saw a landscape cluttered with odd acronyms and iterations of farm and state. But the latest entrant found the mold, repaired it and broke it again.
Lemonade is a New York-based insurer for home owners and renters. Now insurance is a stodgy business but that's because most of us want stodgy when it comes to covering our assets. But Lemonade takes a whole new approach and hats off to them for selecting a name that telegraphs this.
A refreshing name for a refreshing business model!