Call us crazy (behind our backs, please), but we believe that just because a product has a boring use-case doesn't mean they have to have boring branding!

And we've always said that. Which is why this week on "Can They Brand That?" we ideated a modern, fun competitor to the household brand WD-40.

We spent 20 minutes (with no prep work, just vibes and genius) exploring core brand names, positioning, and thematic structures that could help a WD-40 competitor steal some market share from the classic shelf staple.

Here's what we came up with:

• Brand names + Taglines like,

• • Agent 41 | "One-upping the original."

  • Unhinged | "Home repair that goes nuts."

  • Handy | "Garage lube that gets the job done."

  • Loose Parts | "We guarantee it."

• Mascot ideas like a well-meaning eel, a hummingbird whose little beak reflects the shape of the can nozzle, and a happy, Frankenstein-esque monster made up of loose screws and such.

• And so many other crazy brand schticks, including an entire female-focused angle called Rosie modeled after Rosie the Riveter with rose-colored cans, a Metalhead direction, and other personified brands like Uncle Rusty's and Slick Rick's.

And we did it all with the help of our very funny commenters in the live stream (Join us today for a new one, btw!!!!)

ICYMI, this show exists 1) to champion originality and creativity in a sea of AI slop, 2) to show potential clients the power and value of fun as a consumer-converting strategy, and 3) to offer some much-needed levity to the world.

Loosen up and watch the whole thing: https://youtube.com/live/pwxXmvMy9Es

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Timestamps:

• 00:00 The Humiliation Ritual of Client Projects
• 05:48 Welcome to Can They Brand That?
• 10:50 Recap of Last Week's Episode
• 13:44 Can They Brand a New, Hotter WD-40?
• 19:31 Creative Naming Ideas for a New Product
• 41:55 Mascot O'Clock
• 47:31 Funded or Done-ded

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As the world's first humor branding agency, Semiserious has worked its magic for industry darlings like Clif Bar, Native, Waterboy, Blue Bunny, Yogi Tea, JOI, Alleyoop, The University of Chicago, Hilton, and Pie. But they would never brag about it in their episode description.

Say hi or snoop around: https://semiseriousagency.com/