What is in a name?
We weren’t going to post today, but this was just too good.
Every once in a while during our daily internet browsing, we will come across a post or image that provokes thought and spurs us into action. In today’s case it was a post on Reddit by user “jdtreddit“. The post (on the left) was such a blatant example of the type of basic thought processes involved in marketing, that we had to share.
You can actually imagine the conversation as it took place on the marketing team:
MEANWHILE AT THE HERBAL ESSENCE MARKETING OFFICE
Adam: “Alright guys we have a new shampoo product that needs branding. It’s designed for women. It’s pink and smells like lavender. We need a name, GO!”
Terry: “Lavender Love”
Adam: “Dafuq Terry why do you even work here, this isn’t My Little Pony! Who else?”
Jonesey: “Apparently Acai berries are very in right now, we should reformulate”
Adam: “Darn it Jonesey, we reformulated to Lavender last month when you said that was the next big trend, Engineering will have my head if i reformulate again”
Adam: “C’mon people we need a name, what are women looking for?”
Adam: “That’s it Terry you’re fired! who else?”
Adam: “Yeah like that’s going to happen, c’mon here people, give me something!”
Adam: “I like it, but not enough, flesh it out, what else?”
Terry: “Sexual Relationships!?”
Adam: “TERRY! I said you were fired… someone get this guy out of here!”
Malcolm: “Reliable Relationships?”
Michael: “LONG TERM RELATIONSHIPS!”
Adam: “Bingo! We have a winner, Terry write this down and get it over to design asap!… Terry? Alright where did Terry go!?”
Alright so that probably is not EXACTLY how it actually went, but it is 1:00pm on hump day and we have had a lot of coffee. That fact is that a pile of research goes into the names of just about every daily product we use. Whether to use “Purple or Lavender” to name it the “Camry or the LE-3” etc. Product and services are given their names based on what is perceived to be a draw to consumers.
In the example above, we see a rather hilarious nod to this process. Someone somewhere realized what many women (and men) are looking for and went straight for it. One sees this sort of “4th wall breaking” advertising action more often with smaller, service oriented businesses than they do with multi-product-line corporations, who generally try to play it safe.
Small businesses with niche clientele are safer in choosing “ironic” names or names steeped in hyperbole. They choose names that matter to them and that they think will appeal to their specific customer base. Corporations on the other hand will almost always tend to go with more generic “Lavender Love” names.
So what is in a name? How do you choose to name your products and services? are you quirky or corporate? Both have pro’s and con’s. Your product names needed to be tailored to your specific type of business and the customers it applies to.
First impressions matter and your business, service and product names are an enormous part of that. To put it into perspective, I would probably visit a pub with the name of “Three Drinking Buddies” but would avoid a software company of the same name.
Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.