Diddy? Puff Daddy? Brother Love? What’s in his name?


The thing is, names do matter.

Names are labels, attached by pieces of neural string to the thing itself.

But more than that, names (like all words) are a social contract: when you and I say ‘this’, we mean ‘that’.

When you change a name, sometimes you’re just scribbling over the old label. That’s what Puff Daddy/Brother Love is worried about.

But sometimes, like when you take a person or a brand in a completely new direction, you’re renegotiating what you want ‘that’ to be.

That’s what Brother Love is hoping for. And it’s also the difference between brand strategy and just branding.