REAL HEROES

REAL HEROES looks like a hero-brand title, and that usually means a product trying to borrow energy from a simple, bold name rather than from technical depth. By our assessment, its appeal is in that directness: it is easy to remember and easy to place in a shelf of ordinary branded goods. The limit is equally plain, because a name like this does most of the work up front and can leave the actual product feeling generic if the object behind it is not distinctive. In use, that often means the packaging and identity do a lot of talking before the product itself does. Compared with more descriptive brands, it gives less away and asks the buyer to fill in the rest. REAL HEROES is for people who respond to straightforward branding; it is not for anyone who needs the name alone to explain what the thing actually does.