the product naming blog

« Brand Naming: Stoli vs. Russian Standard, A Tempest in a Shot Glass? | Main | Links Du Jour »

April 17, 2006

The Power of Ingredient Brand Naming

ActiviaIn Episode 36 of , after a somewhat scatological discussion of Dannon’s new yogurt and its active (some say hyperactive) ingredient, the bacteria bifidus regularis, hosts John January and Tug McTighe conclude that there’s nothing like a new ingredient with a coined name and trademark to sell a product. Just say Now with Sillynameyouneverheardof™ and it’ll fly off the shelves.

Of course, as anyone who has tried to trademark the name of a product or service knows, there are almost no natural words in many categories that haven't already registered, so neologisms, or coined names, are needed.

But I think those special trademarked ingredients do seem to be a big part of the marketing campaigns for dietary supplements and health foods - possibly because everyone is hoping for a magic pill to help them lose weight and stop aging.

So, is this just a clever marketing gimmick by Dannon? One blogger wrote the power of ingredient brand naming in a earlier today.

Be honest, have you ever bought something because it had a new special ingredient with a trademarked name? I have.

Technorati Tags: , , , , , ,

Posted by William Lozito at April 17, 2006 1:18 PM
Posted to |

Trackback Pings

TrackBack URL for this entry:
http://www.namedevelopment.com/mt/mt-tb.cgi/3204

Listed below are links to weblogs that reference The Power of Ingredient Brand Naming:

» Ingredient Naming Lives On from Name Wire: The Product Naming Blog
First it was bifidus regularis in Dannon's Activia yogurt. Now it's Optibalance&trade in Yoplait's new Yo-Plus&trade yogurt. The power of a fancy ingredient name to help sell a new product, particularly when that product advertises health benefits, ha... [Read More]

Tracked on August 23, 2007 10:12 AM

Leave a comment