A lot! A well chosen brand name can save you time and effort in short-cutting the consumer to a brands essence or a shared idea to those in the know. In a throw-away age consumers seek things with a deeper meaning: The consumer ultimately seeks to connect: To stand with a brand.
Onogost, the name for a region surrounding the only standing brewery in Montenegro. Known widely it evokes both nostalgic local ideas and the heart of a successful beer brewing region. Using this as the brand name brings all these lovely feelings to front of mind building a compelling brand in one fell swoop. Supporting elements line up behind the brand to strengthen perceptions and allow the brand to be seen, all leading to a strong brand.