Gucci by Gucci. Branding Genius? Or Branding Laziness…

I recently noticed a Gucci line of perfume and cologne entitled Gucci by Gucci. The font of the first “Gucci” is a slight cursive script followed by the classic “Gucci” lettering. Let’s take a hypothetical look into the Gucci by Gucci ideation naming session:

“Alright, people. We need a new name for our new eau de toilette. Something classic. Something that resonates, something that people understand.”

Names being tossed around include:

- Man by Gucci – too MANLY, needs more feminity.

- Woman by Gucci – too femine, needs more masculinity.

- Smelly molecules by Gucci – too scientific, think classic people, CLASSIC!

- Prada by Gucci – closer, closer! you’re on to something, dig deeper!

- Gucci by Gucci – BRILLIANT!! Gold, you’ve struck GOLD! Gucci by Gucci, it rolls off the tongue, people already know the name “Gucci” so let’s double it! Gucci is doing Gucci! PERFECT!

Drama aside, what is the reasoning behind this branding strategy? It’s almost like buying a “Ford by Ford”. Or a pair of Nike by Nike Nike shoes. Seriously.

Naming a product is such a crucial step in making a connection with the customer, perhaps Gucci did not want to take a risk and make a critical naming mistake? I’m not too sure. In my eyes, this is almost a brazen approach in anti-innovation and suggests laziness and a lack of creative direction. Or a conceited, “We are Gucci, a name doesn’t matter, if it’s Gucci, people will buy it” type attitude.

Or is it a stroke of branding genius? Maybe Gucci is suggesting their customers are idiots, so when they ask for the name of the product, they respond with something like, “Um, excuse me, I’m looking for that new perfume, it’s something like, um Gucci by Gucci, something Gucci definitely.” “Ah, madame you MUST be speaking of Gucci by Gucci. It’s right over here…”

It’s difficult to forget the name of the product when it’s the same name as the brand and the company. Being able to tell a unique story is also a vital brand naming aspect. What story does Gucci by Gucci tell? You tell me…