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The Man Who Tasted Images

"Sticks and stones will break my bones, but names will never hurt me!"

Remember that childhood chant?
It only applies to the sandbox crowd.

In the grown up world of business and profit, names can hurt you. Take, for example, two retailers that sell a similar product.

One product is named "Liver Formula"
Sounds like something you'd give Grandpa, hmm?

The other product is named "13 Sisters Elixir For Menopause Relief"

The first one spends a lot of time explaining that the liver holds excess estrogen and causes all those menopause systems. No matter. It still sounds like something meant for Grandpa.

Shakespeare said
"A rose, by any other name, would smell as sweet"

Sure, Will... but if you named it a stinkweed, perhaps there would be some reluctance to stick one's nose in with glee? Perhaps the name could affect what we think we smell?

In the words of David Ogilvy;
Give people a taste of Old Crow and tell them it's Old Crow. Then give them another taste of Old Crow and tell them it's Jack Daniels. Ask them which they prefer. They'll think the two drinks are quite different. They are tasting images
[Ogilvy on Advertising; p 15]

In a world where we "fedex" packages and "Google" things we want to know about, a carefully chosen name can attract customers and incite word of mouth.

The best product (and company) names require the least advertising. They are their own advertisements.

P.S. If your product names bite the wax tadpole, there's still hope. You can try the technique Buckley's used. It tastes (sounds?) bad - but it works.

Feel welcome to reprint my articles as is. Please don't change them. All I ask in return is a credit link to my site. Thanks.


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