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authenticity

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    Brand Language Entry #0484

    Why heritage is claimed by new companies

    A firm founded last year borrows the vocabulary of a firm founded last century. The words are the same and the warranty behind them is different.

    Adept
    The hidden part #0484

    Heritage language is a claim about duration that is verified by vocabulary rather than by records. The signal is available before the history is.

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    Naming & Sound Entry #0555

    Why place names raise perceived authenticity

    A geographic name implies a method, a tradition and a reason for the product to exist. The implication survives even when the connection is nominal.

    Master
    The hidden part #0555

    A place name is a claim the buyer completes. Nothing is asserted, so nothing needs to be substantiated.

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