“The way you see it is the way you say it,” said Reilly Newman, a brand strategist and founder of Motif Brands, a California-based brand transformation studio. “Montana is very approachable and memorable that way.”
Geographic names in general have become popular for brands, with Apple leading the way by naming its very techy iOS systems after very outdoorsy California landmarks, Newman said. By creating natural imagery in the minds of consumers, that can help to sell products, he added.
Even though Montana isn’t unique in conveying an outdoorsy-centric visual, it lands well with customers on both sides of the political spectrum in the U.S., Newman said, adding that “everyone likes the outdoors.”
“The word choice we use really does rewire the brain,” Newman said.
Consider a company that makes shoes sold at a retailer like REI and opts for “Montana” for the name of a new model.
“That would be a great name because it fits the audience and makes them feel a certain way,” Newman said. “It’s the perception of how you want someone to feel when they wear the shoe.”
