When I think of a pancake, hot sauce doesn’t immediately come to mind. Unless of course, it’s a savoury pancake or maybe a fusion dish of some sort.

Cue social media chef, Brooklyn Peltz Beckham (nepo baby), with his new hot sauce “Cloud23”. I must admit when I first heard of his new brand, I was keen to see what he might produce.

I asked ChatGPT to help me analyse his brand name “Cloud23” – the response:

“the name “Cloud23″ suggests themes of technology, innovation, and a futuristic approach, likely associated with cloud computing or services” – oh dear.

So, no understanding of aligning brand names with the brand positioning and overall brand strategy which is crucial for crafting a cohesive and resonant brand identity. Baby Cupids on clouds doesn’t really represent anything related to hot sauce to me. I understand the sentiments behind “Elevate your palate” and that hot sauce does indeed enhance the culinary experience which may take your experience beyond the clouds but it’s a bit far fetched for me. In fact, it’s the kind of work we see, dare I say it, on “The Apprentice”. With no understanding of Typography, colour palattes and visual elements, it’s clear very little thought has gone into this.

What about brand differentiation? How will it stand out ChatGPT?

“By focusing on consistency, engagement, and innovation, the brand can establish a strong presence in the cloud technology market”.

What about content marketing ChatGPT?

“Sharing valuable content (blogs, webinars, etc.) related to cloud technology can position Cloud23 as a thought leader in the industry”.

What about Target Audience ChatGPT?

“…businesses, tech enthusiasts, or individuals seeking cloud solutions”.

It’s not looking good so far. Let’s try another line of enquiry:

Do Cupids on clouds represent hot sauce ChatGPT?

“The idea of “Cupids on clouds” representing hot sauce is certainly a creative and whimsical concept! While traditionally, Cupids symbolise love and romance, you could playfully interpret them in relation to hot sauce by considering the following:

1. Love for Flavour: Cupids could symbolise a “love” for bold flavours, with hot sauce being a way to spice things up in cooking.
2. Heavenly Taste: The imagery of Cupids on clouds might evoke a sense of a heavenly or elevated taste experience that hot sauce can provide.
3. Spicy Romance: You could creatively market hot sauce with themes of love and passion, suggesting that it adds excitement to meals, much like love adds excitement to life.
4. Playful Branding: Using whimsical imagery like Cupids can give a brand personality, making it more memorable and approachable.

If you’re thinking about using this imagery in branding or marketing, it could definitely add a fun, light-hearted twist to the perception of hot sauce!”

Interesting……..

The “Beckham” brand and his social media presence will no doubt be able to attract attention from millenials and lend credibility to the product. What do you think of CLOUD23? Is it a creative brand or flatter than a pancake?