Revision history

diff --git a/content/posts/2026/the-event-naming-test/index.md b/content/posts/2026/the-event-naming-test/index.md
index 2df68fa..16e728c 100644
--- a/content/posts/2026/the-event-naming-test/index.md
+++ b/content/posts/2026/the-event-naming-test/index.md
@@ -1,17 +1,16 @@
 ---
 title: "The event naming test"
-slug: the-event-naming-test
 pubDate: 2026-04-05T20:04:46.000Z
 updatedDate: 2026-04-05T20:04:46.000Z
 draft: false
 excerpt: "Most event promoters name their events whatever sounds cool in the moment. That is a mistake. The name of your event is a marketing decision with long-term brand implications. We … Read more"
 categories:
-  - { name: Guides, slug: guides }
+  - Guides
 tags:
-  - { name: format-guide, slug: format-guide }
-  - { name: growth, slug: growth }
-  - { name: marketing, slug: marketing }
-  - { name: tone-instructional, slug: tone-instructional }
+  - format-guide
+  - growth
+  - marketing
+  - tone-instructional
 featured:
   src: https://cdn.slist.net/posts/the-event-naming-test/cover.png
   alt: "Dark typography design concept for event naming"

diff --git a/content/posts/2026/the-event-naming-test/index.md b/content/posts/2026/the-event-naming-test/index.md
index 9440319..2df68fa 100644
--- a/content/posts/2026/the-event-naming-test/index.md
+++ b/content/posts/2026/the-event-naming-test/index.md
@@ -13,7 +13,7 @@ tags:
   - { name: marketing, slug: marketing }
   - { name: tone-instructional, slug: tone-instructional }
 featured:
-  src: https://slist.net/wp-content/uploads/ai_69d2a5fad48513.26205793.png
+  src: https://cdn.slist.net/posts/the-event-naming-test/cover.png
   alt: "Dark typography design concept for event naming"
 legacy_wp_id: 16076
 ---

diff --git a/content/posts/2026/the-event-naming-test/index.md b/content/posts/2026/the-event-naming-test/index.md
index cf882c3..9440319 100644
--- a/content/posts/2026/the-event-naming-test/index.md
+++ b/content/posts/2026/the-event-naming-test/index.md
@@ -13,7 +13,7 @@ tags:
   - { name: marketing, slug: marketing }
   - { name: tone-instructional, slug: tone-instructional }
 featured:
-  src: https://cdn.slist.net/ai_69d2a5fad48513.26205793.png
+  src: https://slist.net/wp-content/uploads/ai_69d2a5fad48513.26205793.png
   alt: "Dark typography design concept for event naming"
 legacy_wp_id: 16076
 ---

diff --git a/content/posts/2026/the-event-naming-test/index.md b/content/posts/2026/the-event-naming-test/index.md
index d51b1fa..cf882c3 100644
--- a/content/posts/2026/the-event-naming-test/index.md
+++ b/content/posts/2026/the-event-naming-test/index.md
@@ -4,6 +4,17 @@ slug: the-event-naming-test
 pubDate: 2026-04-05T20:04:46.000Z
 updatedDate: 2026-04-05T20:04:46.000Z
 draft: false
+excerpt: "Most event promoters name their events whatever sounds cool in the moment. That is a mistake. The name of your event is a marketing decision with long-term brand implications. We … Read more"
+categories:
+  - { name: Guides, slug: guides }
+tags:
+  - { name: format-guide, slug: format-guide }
+  - { name: growth, slug: growth }
+  - { name: marketing, slug: marketing }
+  - { name: tone-instructional, slug: tone-instructional }
+featured:
+  src: https://cdn.slist.net/ai_69d2a5fad48513.26205793.png
+  alt: "Dark typography design concept for event naming"
 legacy_wp_id: 16076
 ---
 Most event promoters name their events whatever sounds cool in the moment. That is a mistake. The name of your event is a marketing decision with long-term brand implications. We tested multiple naming strategies across 37+ events and learned what converts, what confuses, and what sticks.

diff --git a/content/posts/2026/the-event-naming-test/index.md b/content/posts/2026/the-event-naming-test/index.md
new file mode 100644
index 0000000..d51b1fa
--- /dev/null
+++ b/content/posts/2026/the-event-naming-test/index.md
@@ -0,0 +1,47 @@
+---
+title: "The event naming test"
+slug: the-event-naming-test
+pubDate: 2026-04-05T20:04:46.000Z
+updatedDate: 2026-04-05T20:04:46.000Z
+draft: false
+legacy_wp_id: 16076
+---
+Most event promoters name their events whatever sounds cool in the moment. That is a mistake. The name of your event is a marketing decision with long-term brand implications. We tested multiple naming strategies across 37+ events and learned what converts, what confuses, and what sticks.
+
+## Named events versus the nameless calendar
+
+There are two schools of thought. The first: give every event a distinct name with its own visual identity. The second: run a nameless weekly series where the brand is the event and individual nights are identified only by date.
+
+We started with named events. Each one had a title, a custom flyer, a concept. This works when you are running monthly or bi-monthly because each event needs to feel like an occasion. But at weekly frequency, distinct names create a design burden and fragment your marketing. The audience has to learn a new name every week instead of building a habit around a single brand.
+
+The endgame model we are moving toward is the Berghain approach: no event names, no flyers for each event, just ads growing the community and a link to the full calendar of upcoming events. Stop marketing an event. Start marketing the calendar. The calendar is the brand.
+
+## What names should communicate
+
+If you are still in the named-event phase, the name needs to do three things: signal the vibe, be memorable after hearing it once, and work as a hashtag. Names that require explanation fail. Names that evoke a feeling succeed.
+
+For dark culture events specifically, the name should lean into the aesthetic without becoming a parody of itself. We stress-tested several names for a broader cultural project: Dark Taste Movement, Dark Culture Movement, Dark Taste War. The one that landed as most original and avant-garde was Dark Taste Movement — it communicated the aesthetic without using obvious goth or industrial signifiers.
+

Diff truncated (54 lines total). View full commit on GitHub →