How to avoid creating culturally insensitive brand names

By Laurel Sutton

November 16, 2020

How Brands Are Built podcast features Laurel Sutton 6/11/18Laurel Sutton - Senior Strategist & Linguist, Catchword BrandingIn recent months, many heritage brands have had to come to terms with their harmful histories and culturally insensitive brand names. From acknowledging their perpetuation or promotion of stereotypes like Uncle Ben’s and Aunt Jemima, to recognizing their racist or sexist worldviews like Fair & Lovely, to taking on their appropriation of culture like the Washington Redskins, many long-standing brands have had to reconsider their identities: changing their logos, overhauling their packaging, and revamping their names. …

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