When I have conversations with writers in advance of the launch of their newsletter, they often worry about the name of the newsletter. Some have told me that they won’t launch until they have the perfect name. So here’s a story for you, if you’re thinking that the name of your next newsletter launch isn’t quite clever enough: I was in Sonoma, California, a few weeks ago, walking through their downtown, when I passed a store I’ve seen many times before: Williams-Sonoma. I’d never thought much about their name before. But walking past the store, I had that moment. Not an “aha!” moment, but an, “Oh, duh!” moment. The “Sonoma” in Williams-Sonoma must mean… they were founded here. So what about the Williams part? There was a small sign right by the door about Chuck Williams — the man who bought a hardware shop in Sonoma, California, in 1956, and turned it into a store for home cooks. Chuck Williams. Sonoma, California. Often, keeping things simple is just the easiest decision — it’s also the right decision.
Next time you're in Sonoma, buddy, you need to come over for a glass of wine. ;)
I never thought of the Sonoma in WS, Dan. But that’s often the thing with great branding, perhaps — it transcends the sum (and meaning) of its parts. It becomes meaning-agnostic.
What a lovely story, Dan! Definitely the highlight of my evening :)
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1yAnd if you want to go down the Chuck Williams rabbit hole, like I did, here's a video tribute the company made to him upon his passing back in 2015. He lived to 100 and had a fascinating life. —> https://youtu.be/WgsXpFZS75Q