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

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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.