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11 juillet 2006
Bottled Water
| Name that product | |
Naming products is an art. The practice actually depends on what field is involved. In other words, naming a car is different from naming a perfume. Foods fall into a special category because some countries excel at cooking more than others. France cooks better than the United States, and the United States better than Lesotho. That's why in America, foods that answer to a French name are supposed to be refined, and in Lesotho, those that go by an English name are considered "cooler" than others, even if the name is just burger-on-toast.
But the question remains, and it's, How much money is the consumer willing to place on a name? While it is true that some names just don't cut it, most others are made by the success of the product, not the other way round.
Whether a name is based on a metaphor, a key attribute, an acronym, or a positive connotation, the overarching goal is to create a name that engages. Perhaps that’s why Albert Einstein asserted that “Imagination is more important than knowledge.” If given the choice of engaging vs. informing, opt for a name that begs for more. It may seem weird, but the results can be wonderful. [http://ezinearticles.com]
Bottled water by the name of Eau de Robinet can be sold for $4.75 without a hitch. If you're in the United States. And you can even ask the customer how the product compares to tap water. I'm willing to bet that one can sell bottled water by the name of Australian Tap Water, provided the seller is in a relatively small French town where most patrons are unlikely to speak English. We stand to learn a lot from the above video.
Whether the people involved in the video are genuine patrons or whether they're actors is beside the point. The message, which I believe backs this post, is loud and clear.
juillet 11, 2006 dans Branding | 
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