Branding is always such a sensitive issue. Put the wrong name on your product and you can have such a very hard time selling it. For instance, a baby bath cleaning product called Smells Like Baby Farts Again might be accurate in spirit but lacking something in adspeak delivery.
A brand name requires delicacy and a modicum of accuracy. Not too much accuracy, because, after all, the ad man is after innuendo and image. The flavor, the scent of the product is sought not its actual weight in the hand.
With this in mind and after a sit down critique with my Mastery students, well actually only some of us were seated, on their chair projects, I have decided to rebrand an aspect of the Studio. From now on, I am renaming the Mastery Program, the Pretty Good Program. It’s apt, it fits the work that I myself am capable of, and it’s descriptive.
Pretty Good Woodworking is of course the name that I wanted to use to rebrand a national woodworking magazine some years ago. They balked of course at the idea, but I think that if you included real articles that real folks could use, it would be a hit. Articles like: Dovetails, Get ’em Done on the Jointer! Or Seven Great Ways to Destroy Your Project with a Baseball Bat. Or Finishing: The Final Splotch. Band-aid Magic would be an article posted again and again.
These articles would resonate with people. These are topical issues. Well in the case of the band-aids, certainly topical, but all really have a lot of meaning for us woodworkers.
So, now the Mastery Program is called the Pretty Good Program. Come on down. You’ll fit right in.
Could be foolin’ you too. Happy April. G.