I’ve written before about businesses who name themselves by initials, and how they struggle to create brand identity from meaningless letters.

HSA is a case in point. I drove past one of their billboards yesterday and really think their sleeve ‘glove’ puppet ‘Hey Jus’ Say’ is trying just a bit too hard.

I’m sure someone in the briefing meeting said: “I want something really different and memorable.” And the creative teams came back with this idea that ticked all the boxes.

Their previous campaign used the letters as an acronym, which at least made an effort at linking the name and the service provided.

But the problem began a long time before that.

It began when the business started trading with a name that doesn’t say what it does ‘on the tin’.

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