the product naming blog

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March 9, 2007

I have a Product Naming Attitude About Attitude

Do you ever wonder why a marketer introduces a new product under a suggestive brand name that simply doesn’t do enough to explain itself or differentiate itself?

armani1.jpgThis may be the case for Georgio Armani’s new spring fragrance for men. It’s called Armani Attitude.

First of all, I’m missing the male connection. Men usually aren’t pegged as having an “attitude.” I always thought that realm of emotion reserved exclusively for women.

Second, I’m not sure of what kind of attitude we are dealing with here. Is it a bad attitude or a good attitude? Does the fragrance give you an attitude adjustment? Or is it just that the word Attitude is an available mark that is alliterative with its parent brand, Armani?

Third, I cannot tie the name to the actual scent itself which features a wide range of ingredients and cultural influences.

Armani_dog.jpgMichelle Edgar, from Women's Wear Daily reports, “Attitude features top notes of Calabria lemon and coffee absolute, middle notes of Ceylan cardamom and lavender and bottom notes of China cedar and Indonesian patchouli. Although it's classified as a modern fougère, the fragrance is closer to an oriental scent.”

So, as a consumer, I am left with no other recourse but to then connect the words ‘attitude’ and ‘Armani’ to my personal set of life experiences.

And since I once had a dog named Armani, who certainly had an attitude (despite being male), I can only connote that the scent smells like my dog did. Which wasn’t exactly good.

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Posted by Diane Prange at March 9, 2007 12:46 PM
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