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Think Twice Before Choosing A Singular Name For Your Product

Brandweek, Tuesday, May 18, 2010 10:55 AM

Gregg Lipman, managing partner at strategic branding consultancy CBX, says that "here we are, and this is what we have to offer" brand names were great back in the day of the three-martini lunch. But no more, and it has nothing to do with alcohol-fueled creativity. It has to do with our collective development of "marketing-dar," which he defines as "that internal warning bell that goes off when we know someone's trying to sell us something." It also has to do with flexibility.

Kentucky Fried Chicken saw this coming back in 1991, when it became KFC. More recently, Radio Shack became The Shack. "After all," points out Lipman, "who wants to be associated with the Marconi Wireless in an age of iPhones and plasma TVs?"

Agility in a name allows McDonald's, for example, to start selling breakfast more credibly than Burger King. And while Jamba Juice has worked so far, what happens when "the belief in the restorative power of juice wanes?"

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food, qsr, retail

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