Slack: A Brand Name That Results In Anything But

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It goes without saying that technology is a critical part of just about every job these days. While technology has certainly helped make portions of our lives more efficient, there’s also significant challenges with being so tech-reliant.

For example, many workers battle mountains of email, grappling with missed notes. Managers are also concerned about employees using working hours to surf the web, update their social accounts or get lost down the YouTube wormhole.

In other words, technology has earned a bit of a bad rep as being a mechanism for slacking off while on the job. But the folks at Slack feel differently. If anything, they’ve turned the meaning of the word on its head when it relates to technology, creating a smart collaboration platform that allows you to feel like you’re slacking, when in fact you’re actually improving your productivity.

Slack, which at its core, is a group messaging platform and archiving app, mimics many of the features people already love on their favorite social channels. It’s been praised for a heap of reasons, including ease of use, the way it syncs seamlessly with various apps, and how it’s completely searchable, centralizing all notifications and making online communications easier than ever.

While similar productivity platforms have chosen names that relate to the busyness of an organization or individual, Slack stands alone because it’s focused on the ease of use and benefits of their software. Their tagline further reinforces the message: “Be less busy.”

Think of the appeal. The name Slack suggests it’ll feel like you’re slacking off, primarily because all of that time wasted chasing down lost emails or monitoring a million different accounts is suddenly freed up – maybe even freeing up some time for actual slacking.

It’s a great example of how a name can be used in a provocative and unexpected way. For example, incorporating the word ‘dirt’ into a laundry detergent or soap company title pops against a landscape of brands that use the word ‘clean’.

Or to use another example, in a world where chains like McDonald’s are increasingly trying to capture a health-conscious market, a brand like Fatburger proudly waves its fast food flag.

Juxtaposition is a great tactic to make your brand name stand out from the crowd while still being easily associated with your product category, and Slack is a perfect example. The point with a name like Slack is clear and clever – stop being merely busy and start being truly productive.