Amongst many things, when naming a business we’re advised to choose something that conveys meaning. In our instance, we’ve done that. The name HUT 3 has a significant link to the approach we take to marketing.
In more technical branding terms, our name is a geographical style brand name, named after a place. But it’s not quite that simple, we also identify with what HUT 3 did, not only where it’s located. This makes us an evocative style name too, a hybrid in the world of branding.
Typically, evocative names are more abstract but still offer information about brand values. A good example is NIKE – meaning Greek goddess of victory. As a global brand, we’re all aware of what NIKE does, but not everyone knows the true meaning behind the name. Which brings us back to HUT 3. What was HUT 3? How does it illustrate our approach and why is HUT 3 relevant in marketing today?
If you’re interested in styles of brand names, there’s more information at the end of the page.
What was HUT 3?
In 1939 as World War Two began the Government Code and Cypher School (GC&CS), moved from London to the Bletchley Park Estate, Buckinghamshire. The top-secret location (known as Site X) became home to a team of codebreakers, who worked to decrypt and analyse enemy communications.
HUT 3 was one of a series of buildings at Bletchley Park and is renowned for its part in breaking the German Enigma code. The deciphering conducted in HUT 8 provided plain text interpretation of secret messages. In HUT 3, these deciphered messages were then analysed. Daily reports were sent to Prime Minister Winston Churchill.
This real-time intelligence drove Allied strategy and tactics throughout the war. The work is credited to saving the lives of thousands of Allied troops.
How HUT 3 illustrates our approach to marketing
Between 1939 and 1945 HUT 3 analysed masses of information to find meaning within it. In many ways, the analysts of HUT 3 are the ultimate founders of insight-driven strategy. Although their work was complex, they followed a basic principle of – insights shape strategy.
We believe that a winning strategy is based on insight, amazing creative and great tactical execution. Consistent performance monitoring with fast but considered reactions is an essential element too. So much like our namesake HUT 3, firstly we focus on analysing the data – to create marketing strategies based on facts.
Why is HUT 3 relevant to marketing today?
By interpreting their data, HUT 3 helped shape a winning strategy. Parallels can be made today to help businesses make better use of data and reach customers. Analytics are valuable but within some organisations still underutilised. Perhaps because collecting data is the simple part. Analysing is more challenging and needs human input. The codebreakers worked with some of the world’s first computers to do their analysis. But only the combination of human and electronic intelligence produced meaningful insights.
Much like the team at Bletchley Park, we must base our marketing strategies on a combination of data and human intellect. In our modern-day version of HUT 3, this is how we’ve always approached marketing and we will continue to do so.
For rewarding marketing with remarkable results, get in touch today.
What’s in a brand name?
Here are five of the most popular styles. Like ours, it’s not uncommon for names to overlap categories to become mixed brand names.
Empty vessel names have no clear connection with the product or service offering. They can be both invented and real words. Examples include – Kodak, Starbucks and Apple. Empty vessels have advantages when it comes to trademarking but need consistent storytelling.
Evocative names tend to be non-linear but use suggestion to imply meaning. Amazon, the world’s largest river is expansive and vast. Amazon the brand began with visions of becoming the world’s biggest bookstore.
Descriptive names take a more functional approach by explaining the offering. The obvious advantage is this helps with positioning. They can be limiting if a business wants to diversify. Some examples include – The Book People and Whole Foods.
Geographical names convey links to a place but cultural and historical references also. Examples include – Swiss Military, New York Bagel Co and American Express.
Lexical names use wordplay for memorability. Think puns, compound words, alliteration, onomatopoeia and misspellings. Coco-Cola and Dunkin’ Donuts are good examples.
Other types of names you’ll commonly see include acronyms, founder names and historical figures.